Design Republic worked with Ferrari on a feasibility study and concept design for an immersive brand experience adjacent to, and accessible from, NYC’s famed Highline Park.

Intended to be a gathering place for Ferrari collectors and owners, the location would provide an auto showroom, service, and storage, as well as luxurious amenities, like a private dinner club and rooftop reflecting pool. The building itself needed to be worthy of the Ferrari brand to stand out, and be admired in the same light. Iconic but not trendy, functional but not a commodity, precisely engineered but never mass-produced. These qualities were discovered in a unique and appropriate location in the heart of the meatpacking district—an empty building originally designed to be a parking garage.

Architecturally, the concept converted the existing structure instead of demolishing it. The majority of the original structure would be left preserved, yet unmistakably touched by the legendary style that defines Ferrari. New tinted glass and sleek steel frames around existing openings create an intriguing juxtaposition with the old brick. Tall, signature red vertical elements clad in a precise rhythm of steel blades boast the Ferrari emblem on top. The blades create a visual effect of motion as passersby come and go, and integrated lighting highlights the red at night.

Casa Ferrari is meant to encompass it all—the passion, love for speed, and kinetic art at its finest. By creating a space that includes both an exclusive experience and an approachable one, it would become a place where everyone can take part in the Ferrari story