The Ferrari Store is again throwing its full support to the Royal Institute of British Architect’s Regent Street Windows Project. The project, now in its third year, merges avant-garde architecture with distinct retail design to defy expectations and offer a new approach to the shopping experience. In creating the window installations, architects are instructed to concentrate on the theme of “Play.”
The installations are set to coincide with the London Festival of Architecture. Feix & Merlin architects are in-charge of creating the window display for the Ferrari Store, using ribbons of neon light to highlight and demonstrate the concept of “Play.” The ribbons of neon light are set to seem like travelling across the Store façade in a turbulent pattern, mimicking the smoke trails created in Ferrari wind tunnel.
To spice up the window display, the ribbons are blown from one shape to another, creating the outline of the Formula 1 car in one window and the classic Ferrari Gran Tourismo shape in the other. The Ferrari Store’s window display started April 16 and will end on May 6, 2012.