The new Ferrari “Pit Stop” store, as it’s called, is all about luxury Italian accessories from the world of Ferrari motorsport.
Despite controversy over how the 2010 F1 season finished up for the Italian brand, the world still can’t get enough of the prancing horse, as proved by the mega Ferrari World theme park in Abu Dhabi, and smaller initiatives like this Ferrari store at the foot of Mount Vesuvius in Italy.
Replacing the corporate and top class Ferrari paraphernalia is a hardcore, racing fan’s dream.
The store itself has been designed to reflect pit lane, F1 trackside garages and includes design materials to create that industrial feel.
That feature contrasts with the store’s location though, at Vulcano Buono, Nola.
The store has been built into the surrounding countryside and while it has a 40-metre tall structure designed to mirror the shape of Mt Vesuvius, it’s covered in sloping vegetation which blends into the agricultural and natural landscape.
Luca di Montezemolo opened the store, along with representatives from Ferrari and the local and regional government.
Ferrari Scuderia driver Giancarlo Fisichella arrived with a Ferrari California and then tested out the Virtual Academy simulator.
The Ferrari Pit Stop store is the first of its kind, although others to be built around the world are expected to follow.