Ferrari Brand Museum
Legendary Italian sports car manufacturer Ferrari has opened a museum in Modena, Italy in celebration of its founder Enzo Ferrari and, quite possibly, the shrewd pursuit of monetising its brand heritage. (See Stylus’ report 21st Century Archives for more on how modern archive spaces can be used to generate revenue.)
Designed by Czech architect Jan Kaplický, Museo Casa Enzo Ferrari is a sprawling yellow homage to Ferrari’s iconic sports car designs, and is likely to attract loyal fans from around the world to the Italian city. Tourism officials will no doubt be hoping visitor figures will match its sister project, the Museo Ferrari in Maranello, Italy, which attracts hundreds of thousands of people a year.
The venture also supports the car manufacturer’s Ferrari World theme park in Abu Dhabi – designed to associate the brand’s name as much with entertainment, leisure and lifestyle as with its cars.
An inaugural exhibition documents the story of Enzo Ferrari’s work as both an engineer and racing driver, and features a selection of cars loaned from various private international collections.