Beverly Hills, CA2007
“Unless you own a Ferrari, pressing the accelerator is not a moral decision.” J. G. Ballard
An existing Ferrari dealership and service center became a dual-brand showroom for Ferrari and Maserati. Both lines were purchased by Fiat in the 1990’s, and are under Ferrari’s management now. Service, which formerly occupied 2/3 of the space in Beverly Hills, has relocated to West Los Angeles. Extensive branding guidelines govern the merger of the two high-performance driving “cultures,” ensuring balanced exposure for both products.
Given many fixed graphic elements at or below eye-level, our initial studies examined the nightscape of the dealership, especially the paths of light created by the movement and repositioning of automobiles, a near nightly ritual. Paths of projected headlight were coded with the signature yellow of Ferrari, the navy blue of Maserati, and the shared red of both marquees.