The Drive To Diversify不只是跑车
From Lego to Hublot, Ferrari counts over 60 licence partners that work with the Italian automaker to produce assorted lifestyle products for a wider market 意大利跑车制造商法拉利与全球60多个品牌合作，跨界玩具、鞋子、眼镜、手表等领域。
Ferrari’s prancing horse logo can now be found on a whole gamut of lifestyle products, from toys and timepieces to shoes and sunglasses. The Italian luxury sports marque, which turns 70 this year, has collaborated with more than 60 license partners around the world, including Lego, Hublot, Tod’s and Ray-Ban.
“Ferrari is a unique brand with universal appeal,” said Luca Fuso, Ferrari’s chief brand officer, in an interview with ZBBZ. “We’ve got what it takes to diversify into a broad range of products.”
It has also ventured into furniture design, creating an office chair with high-end Italian furniture label Poltrona Frau. Released at this year’s Milan Furniture Fair to mark Ferrari’s birthday, the Cockpit office chair is inspired by the ergonomic design of a racing car seat. It comes in two versions: The President features a high back-rest while the Executive offers a lower back support.
The relationship between the two companies stretch back to the 1980s, when Poltrona Frau began upholstering Ferrari cars. The Cockpit chairs use the same materials as those found in Ferrari sports cars. The external shell is moulded from carbon or alutex, an aluminium glass fibre material. Even the swivel device sports the same design and mechanical elements as those of a Ferrari steering wheel.
You can have your chair customised with shades and finishes inspired by the trim of the three TailorMade service lines: Scuderia, Classica or Inedita. Scuderia is inspired by Ferrari’s car racing history, offering materials, accessories and paints from racing models; Classica boasts the look and DNA of Ferrari’s first GTs; and Inedita, which means “brand new” in Italian, uses cutting-edge designs and materials.
Ferrari has also ventured into another mode of transport. It teamed up with iconic Italian bicycle brand Bianchi to develop and produce Scuderia Ferrari, a range of high-end road bikes, mountain bikes, e-bikes, city/fitness bikes and kids’ bikes.
“We always strive to work with brands that are leaders in their category and that have shared values with Ferrari in innovation, performance and craftsmanship,” said Fuso. “There is a commercial opportunity in allowing a broader audience to access Ferrari than only those who can afford a Ferrari car. There are also millions of F1 fans worldwide who crave Ferrari products and these branded products are a way to cater to them.”
法拉利在今年的米兰家具展上与意大利高级家具品牌Poltrona Frau合作，发布了Cockpit驾驶舱办公椅。两家公司渊源流长，Poltrona Frau自上世界80年代开始就负责制造法拉利跑车内的座椅。为庆祝法拉利创立70周年，双方决定合作推出两款一高一矮的驾驶舱办公室座椅。
The high back-rest President Cockpit office chair by Poltrona Frau is inspired by the ergonomic design of a Ferrari racing car seat.
Tod’s Gommino and Ferrari, international symbols of Italy, work together to celebrate the craftsmanship, passion and creativity that they represent.