Ferrari Store is once again to take part in the annual Royal Institute of British Architect’s Regent Street Windows Project. The project links fashion with architecture, and retail with culture to create a series of unique and eye-catching displays.

This year the architects were asked to create an installation that expresses the brand’s identity with a physical intervention that would engage and surprise the shoppers and passers-by on Regent Street.

The window display at the Ferrari Store, created by Gensler architects along with partners Icon and George Singer, features an organic representation of the Ferrari experience.

The windows show both sides of Ferrari: GT cars and F1. The F1 window showcases the technological prowess, modernity and innovation, illustrated via a pulsating brain, whilst the GT window embodies the physical and emotional manifestations of passion, love, tradition and heritage through the representation of a beating heart. Furthermore, the 3D sculptures were constructed from recycled materials to reflect Ferrari’s on-going commitment to greener technology and environmental issues.

This inspired form of art will be on display in the windows of the Ferrari Store on Regent Street from Monday 15 April until Monday 6 May.

Source: Ferrari