london studio shiro recently completed the design of the “rosso & rosa” exhibition for ferrari celebrating the relationship between women and ferrari throughout the brand’s history. the immersive installation uses a series of intersecting walls scattered across the sloping floor of the enzo ferrari museum in modena.
the height of display walls constantly varies from 1 meter to 3 meters
the variation in height and angle of the exhibition walls allows visitors to create their own itinerary and see the large cars and photographs from the ferrari archives, depicting women owners, racers and their cars. each self-supporting wall is constructed from a light steel structure covered with a translucent fabric.
view of the installation
“When Ferrari asked me to develop the concept for this exhibition, I wanted to frame and structure the opening of the layout, introducing a series of crisscrossing walls that could gradually reveal both cars and photographs while preserving a wide visual perspective on the 2,000 square meters of display ‘ explains ardrea morgante, the founder of shiro studio, who originally led the design and construction of the enzo ferrari museum in 2012.
visitors are free to choose their own itinerary throughout the exhibition
display wall detail
panoramic view of the floor space of the enzo ferrari museum
through large images from the ferrari historical archives the exhibition illustrates the relationship between women and ferrari
the sculptural presence of the walls on the sloping floor helps to gradually reveal the cars on display
shiro studio artistically directed all aspects of the exhibition design, including the graphics applied to the vertical surfaces
detailed view of the display
cars, photographs and graphics merge across the entire screen
view of the cars exhibited inside the enzo ferrari museum
the exhibition plan allows for unexpected perspectives
designboom received this project from our ‘DIY submissions‘, where we invite our readers to submit their own work for publication. see more project submissions from our readers here.
edited by: maria erman | design boom