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Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination. FERRARI STORE MILAN by IOSA GHINI ASSOCIATIMay 9th, 2015 by Sumit Singhal
Article source: IOSA GHINI ASSOCIATI A new Ferrari Store has opened on Via Berchet, 2 in the very centre of Milan. The new 750 square metre space treats visitors to a completely immersive experience of the Ferrari legend. With four F1 simulators, interactive video walls and numerous multi-sensory positions, the Store was conceived not merely as a shopping destination but also as an entertainment venue.  Image Courtesy © Ferrari Spa and Nicola Schiaffino
 Image Courtesy © Ferrari Spa and Nicola Schiaffino Located in the historic Palazzo Ricordi, just a few metres from Piazza del Duomo, the Store was designed by architect Massimo Iosa Ghini and extends over three levels. Its design and the use of new generation materials, such as carbon-fibre and anodised aluminum, work hand in glove with leading-edge technologies to deliver a 360-degree entertainment experience. The visual impact is striking too, with 15 beautiful arched windows overlooking three of Milan’s most historic streets: Via Berchet, Via San Raffaele and Via Ugo Foscolo.  Image Courtesy © Ferrari Spa and Nicola Schiaffino The F1 simulators are located on the lower ground floor, here, visitors to the new flagship will experience the exhilaration of the race track. The Milanese Store is the only Ferrari retail outlet to offer this experience. Four simulators inspired by the single-seater race car give the driver an authentic feel of the asphalt and react realistically to the rubbing strips as well as delivering incredibly sharp acceleration and braking. Users can choose from one in five different circuits (Monza, Imola, Mugello, Silverstone and Nürburgring), while HD screens literally wrap 180 degrees around them, delivering ultra-realistic graphics to boot. The simulator zone opens in mid-April.  Image Courtesy © Ferrari Spa and Nicola Schiaffino The men’s collections are located on the ground floor where a 13 square metre video wall interacts with clients using the exclusive Kinect system: the screen picks up visitor movements and gestures, changing its audio and video content on that basis. Also on the ground floor is the high-end Pr1ma Collection, which brilliantly encapsulates the spirit of Ferrari.  Image Courtesy © Ferrari Spa and Nicola Schiaffino The first floor is devoted to the world of Ferrari women with the Fan and Lifestyle apparel and accessories collections. In addition, memorabilia walls display original components from the GT and F1 cars that made Prancing Horse history. Along the way are four integrated multisensory positions designed to accompany and entertain customers as they explore the Store. The children and play areas are also housed on the first floor: two interactive giant screens will keep kids of all ages amused with puzzles, paint functions and other Ferrari-themed content. This Store was opened as part of Ferrari’s strategic plan to expand its retail network which currently numbers 30 outlets in 14 nations. Over the coming months, another new Store will also open on Via Tomacelli in Rome.  Image Courtesy © Ferrari Spa and Nicola Schiaffino MASSIMO IOSA GHINI Biography Born in Bologna, Massimo Iosa Ghini studied architecture in Florence and went on to graduate from the Milan Politecnico. Today he is considered one of the most prominent Italian architects and designers on the international scene. He has been involved in the avant-garde of Italian architecture and design since 1985, when he founded the Bolidism movement and became a part of the Memphis group of Ettore Sottsass. In 1982 he contributed drawings regularly for several magazines, including Frigidaire, Alter Linus, and Vanity, then collaborating with major fashion brands “Ferré”, “Moschino”, “Krizia”. In 1989 he began designing for the Japanese lighting company Yamagiwa, and in Osaka received the keys to the city. In the same year he held his first exhibition at the Inspiration Gallery in the Axis Building, Tokyo. He founded a design company in Tokyo with clients such as Canon, Kokuyo, Omron, Asahi Glass. In 1990, he opened Iosa Ghini Associati, with headquarters in Milan and Bologna. Known some industrial design projects for leading Italian and international design companies by Cassina, Poltrona Frau, Alessi, Snaidero, Moroso, Guzzini, Zumtobel, Duravit, Teuco, Leucos, Ritzenhoff, WMF. He is involved with architectural planning, cultural and commercial installations, and retail chains. He is also active in the theoretic field, participating in conventions on architecture and design. He holds conferences and lectures in various universities, including the Milan Politecnico, the Domus Academy in Milan, La Sapienza University in Rome, The Elisava School in Barcelona, the Design Fachhochschule in Cologne, the Hochschule für Angewandte Kunst in Vienna, and the Alma Graduate School of Bologna; since 2008 has been Adjunct Professor at the Polytechnic of Hong Kong, and from 2012 he is professor at the University of Architecture of Ferrara. His designs have entered the collections of various international museums and have received important awards, including the Roscoe Award, USA; the Good Design Award by the Chicago Athenaeum; the Red Dot Award and the iF Product Design Award, Germany; and the IAI AWARD Green Design Global Award, Shanghai, China. Among the most recent major projects are the Ferrari Stores in Europe, the United States, and Asia; a multi-functional residential project in Budapest, various hotels in Europe as well as the airport areas of the Alitalia airline. Other prominent projects include the Kröpcke Metro Station in Hanover, Germany; the shopping centre The Collection of Miami; the Ferrari Museum Gallery in Maranello, Modena; the Seat Pagine Gialle headquarters in Turin; the Giorgio Morandi House Museum, Bologna, the People Mover transportation infrastructure project in Bologna, and the IBM Software Executive Briefing Center, Rome. An entire anthology to his 30-years professional career, from the beginning to the sustainable present, has been dedicated by the Triennale di Milano, the most important institution of Italian design, in 2013, and by the Bologna Modern Art Museum, MAMbo in 2014. Currently several projects are in progress in the Russian Federation in Moscow, in the United States in New York and Miami, and in London.  Image Courtesy © Ferrari Spa and Nicola Schiaffino  Image Courtesy © Ferrari Spa and Nicola Schiaffino  Image Courtesy © Ferrari Spa and Nicola Schiaffino  Image Courtesy © Ferrari Spa and Nicola Schiaffino  Image Courtesy © Ferrari Spa and Nicola Schiaffino  Image Courtesy © Ferrari Spa and Nicola Schiaffino  Image Courtesy © Ferrari Spa and Nicola Schiaffino  Image Courtesy © Ferrari Spa and Nicola Schiaffino  Image Courtesy © Ferrari Spa and Nicola Schiaffino  Image Courtesy © Ferrari Spa and Nicola Schiaffino  Image Courtesy © Gianni Franchellucci  Image Courtesy © Gianni Franchellucci  Image Courtesy © ENRICO BASILI  Image Courtesy © GRAZIANO VILLA
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