Pentagram “goes beyond the cliché of masculinity” for the Ferrari exhibition

Partner Marina Willer created the brand, exhibition space and two films for the new show, which delves into the history of the Italian car brand.

Pentagram partner Marina Willer has designed the visual identity and scenography for a new exhibition at the Design Museum in London devoted to the history of Ferrari.

Ferrari: Under the Skin is divided into six sections, which contain around £ 140million worth of cars, as well as original sketches and memorabilia related to the car brand.

Willer’s concept for the show aims to “move beyond the red and clichés of masculinity” associated with Ferrari to deliver a “more immersive experience” that offers insight into the craftsmanship of the cars, Pentagram explains.

The visual language of the show is inspired by the Ferrari archives; the material samples and plasticine used by Italian automotive design firm Carrozzeria Scaglietti in the 1960s brightened up the red, gold, and gray color palettes of the space.

The super graphics and large-scale signage on the walls were inspired by the condensed typeface used in old Ferrari promotional materials such as posters and brochures. The Italian Forma typeface, also used on vintage materials, was used for body text throughout the exhibition.

The large panels were also constructed as three-dimensional objects throughout the space to reflect the “physics of cars,” Willer adds, rather than painted on the walls.

A system of orientation of the exhibition consists of directional markings on the ground, which are inspired by those of the floors of the Ferrari factory in Italy.

This line concept has also been used in three-dimensional, red, square and rectangular framing devices, which are used to border exhibits and explanatory text on the walls.

Highlighting was also used to highlight certain areas of the show and make it “feel theatrical and set a mood,” Willer explains.

The six sections aim to explore Ferrari “behind the scenes,” adds the Pentagram partner, exploring different areas of the manufacturing and driving process. This includes the way the cars are modeled, how they are designed and the personal stories of the Formula 1 drivers associated with the brand. It aims to demystify the “glamorous myth that surrounds Ferrari”, says Willer, and to reflect “the quality of the craftsmanship.”

Along with the exhibition space, Willer’s team also worked with photographer Paul Zak to produce the printed and marketing materials for the exhibition, as well as two films shown there.

These use over 100 archival clips, the first devoted to the history of Ferrari’s racing car drivers, and the second focusing on automotive design, engines and the “beauty of engineering” , explains Pentagram.

Ferrari: Under the Skin runs until April 15, 2018 at the Design Museum, 224-238 Kensington High Street, London W8 6AG. Tickets cost £ 16.30 for adults or £ 12.15 for concessions. For more information, go to the Design Museum website.

Comments are closed.