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Ferrari Store Regent Street Windows

London, United Kingdom

Gensler London partnered with Ferrari Store to create an installation expressive of its brand identity with a physical intervention that would engage the shoppers and passersby during the annual Regent Street Windows Project. Teaming with Icon and George Singer, Gensler designed two displays that organically represent the Ferrari experience: one exhibiting the mind—technological prowess, modernity and innovation—of Ferrari’s F1 through a 3D rendering of a pulsating brain; the other expressing the physical and emotional manifestations of passion, love, tradition and heritage embodied by its GT through the representation of a beating heart. Recycled materials used in the display reflect Ferrari’s commitment to greener technology and environmental issues.