Curated by Andrew Nahum and Gemma Curtin and designed by Pentagram, the exhibition presents an engaging narrative journey through Ferrari’s 70-year history, told through a series of thematic installations. Split into six sections, the exhibition brings together £140m worth of rare cars, as well as original drawings and memorabilia displayed in public for the first time—offering some insight into what makes the brand great.
Pentagram, working closely with curators and collaborating partners, developed the theme of the exhibition—identifying objects, media and sound from Ferrari’s archives that could be used to go under the skin—creating an immersive experience that captures the full revolutionary spirit of the manufacturer.
Pentagram delved into the Ferrari archive to identify items that could be used to bring out the true materiality of the company. Each element reflects a period from Ferrari’s illustrious history, going beyond the red and cliches of masculinity to give meaning and appreciation to the craft involved in creating one of these exclusive machines. Pentagram took visual cues from objects such as promotional materials, modelling clay and material swatches to develop a unique visual language for the exhibition.