Lust for Beauty

Jan 5

DETAILS

When — 25th of May ‘23
Where — Milan
Project — Lust for Beauty Client — Ferrari

The Idea

“Lust for Beauty” is a project done in collaboration with Ferrari Style. The project is done to sponsor the “Ferrari Lifestyle” to a younger target (Gen Z) and to bring brand awareness as to what concerns the brand values and the aesthetics related to this freshly bloomed Ferrari brand extension in the high-fashion world.

The Idea proposed in the end was an itinerant Ferrari Style experience, called THE CHAMBERS OF BEAUTY, in which visitors could experience the Ferrari World and lifestyle, through an Immersive Installation System, done in collaboration with the artist Pipilotti Rist (video artist that depicts the modern cultural world and the modern femme and masc, just as Ferrari Style does with the 80% gender fluid shapes of its clothes).

The Chambers of Beauty

A carousel of different non-AI/AI-based visuals sets the mood for the itinerant, Ferrari-style branded, immersive experience called “The Chambers of Beauty”. The Itinerary of this immersive experience takes place in the key focal points of the Fashion Industry in the world (i.e. Milan, Paris, London, NY…)

Planimetry | 3 Main Installations

The planimetry shape is inspired by the iconic Ferrari’s “Pista di Fiorano”. The sinuosity of this racing path is perfect for creating just the right track, in which the visitors can immerse, and enter in contact with the 3 main artistic installations (in collaboration with Pipilotti Rist).

INSTALLATION 1 - “The Beauty of Little Things”