Ferrari Merchandise

In autumn 2005, I was asked to create a scenographic presentation for Ferrari merchandise, targeted at newspaper and television journalists. In Maranello, Italy, in the palace designed by Renzo Piano and the adjacent pools, I created an intriguing ‘floating event’, which was photographically documented by SETTE, a magazine supplement of the “Corriere della sera” newspaper.

I individualised the perfect stage for the products in the pools around the building, and using sheets of plexiglass, I created an effect of small, semi-mobile floating islands; the theatrical lighting added to the evocative visual effect of the display even further.

I then replicated a similar display in a bath, where the products could be seen up close and touched.