DDi - October 2010 - (Page 48)

48 | Right Light Photo: Courtesy of Ferrari New model Lighting for Ferrari’s Manhattan retail store shows off glossy red fixturing and branded products By Vilma Barr F errari’s Manhattan dealership divided its 4,300-sq.-ft. showroom at 55th Street and Park Avenue nearly in half to accommodate a new Ferrari retail store. On one side of the space are sleek Ferrari cars ranging in price up to $320,000, while the other side features various merchandise carrying the brand’s prancing horse logo. Based in Maranello, Italy, Ferrari supports its dealerships with a global network of 37 retail stores. Red is the operative color for the Manhattan store, which has an open, asymmetrical floorplan. Studio Iosa Ghini of Milan and Bologna, Italy, was responsible for the architecture, store design, custom display fixtures and lighting. Floor-to-ceiling display fixtures look like contemporary sculptures hewn from highly reflective red marble, but are actually fabricated of MDF panels, finished in polyester-brushed glossy lacquer with an anti-scratch, fire resistant finish, explains architect Massimo Iosa Ghini, whose firm has also designed other Ferrari showrooms. Geometric forms expressed on the store’s selling floor are interpreted in Iosa Ghini’s design of overhead lighting fixtures. With an overall floor-toceiling height of 9.4 ft., ambient light is emitted from flush-mounted and recessed luminaires providing clear, open sight lines. Square, adjustable downlights housing ceramic metal halide lamps have a titan-finish frame, a metal used for high-end automobile wheel rims. Tapered flush-mounted rhomboid-shape fixtures enclose fluorescent lamps and are covered by Barrisol, which diffuses the light. To carry the geometry above the sales floor, Iosa Ghini placed two multi-angled drop-ceiling elements that also guide shoppers to merchandise displays along the side and window walls. Fluorescent lamps hidden along their perimeter create a glowing outline. One of the drop ceilings also has a pair of mini recessed dual-module fixtures with adjustable ceramic metal halide lamps. Ferrari model cars are showcased within a central glossy red display structure that is backlit with fluorescent lamps. Layered crystal glass with an opalyne film diffuses the illumination. For recessed cases displaying framed Ferrari images and other accessories, fluorescent lamps surround the adjustable glass shelves. An opaline Plexiglas placed in front diffuses the light output. Cove lighting in the wall-mounted apparel section is provided by fluorescent lamps, supplemented by halogen accent downlights. Mannequins and product displays in the full-height windows are lighted by silver-finish track fixtures containing ceramic metal halide lamps with an electronic ballast. The New York Ferrari store, which opened in early June, is the fifth in the United States managed by Dallas-based Forza Retail. Announced plans boost the number of Ferrari stores to 60 worldwide in the next two years, including 12 in the United States. ToÊ e-mailÊ thisÊ article,Ê visitÊ www.ddionline.com/magazine. |ÊOc toberÊ2010 www.ddionline.com http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - October 2010

Display & Design Ideas - October 2010
Contents
From the Editor
Newsworthy
Shopper Insights
Quick Tips
Greentailing
Editor’s Choice
Design Snapshot
Design Snapshot
Jets/Giants Pro Shop
Coming to America
DDI 2010 State of the Retail Design Industry
Channel Focus: Menswear
CB2
Right Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Ownership Statement
Classifieds
Shopping with Paco

DDi - October 2010