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。

ZbBZ (Singapore) - - CONTENT - TEXT DENNIS NG / 黄少伟 PHOTO FER­RARI

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.”

知名意大利跑车制造商法拉利除了厉害制造速度飞快的绚丽跑车,也与全球60多个品牌如乐高、Tod’s、Ray-Ban、宇舶表(Hublot)等合作,跨界玩具、鞋子、眼镜、手表等领域。

法拉利首席品牌官员卢卡弗索(Luca Fuso)受访时说:“法拉利是一个拥有全球魅力的独特品牌,我们有能力多元化,衍生出各种商品。”

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。

驾驶舱办公椅的材质与法拉利赛车椅相同,椅背使用碳纤维或铝合金,就连旋转轮也是比照赛车方向盘的机械元件。设计灵感不用说自然取自法拉利跑车,椅背高的Pres­i­den­t总裁椅具有赛车椅的包裹性,中央一道红线的设计,和法拉利超跑的座椅如出一辙。Ex­ec­u­tive行政椅的椅背较低,看来相对低调,让人能比较容易活动。

要从法拉利的三大系列——Scud­e­ria、Clas­si­ca和Inedita,定做自己独一无二的超级奢华办公椅也可以。Scud­e­ri­a的设计元素源于法拉利辉煌的赛车史,提供各种衍生自赛车的材质、外饰和车身涂装;Clas­si­ca系列为马拉内罗经典GT跑车的设计风格和特色;Ined­i­ta意思是“全新”,在造型、颜色和材料等方面皆具实验性和创新元素。

卢卡弗索说:“我们一直致力跟那些与法拉利有同样理念和价值的品牌领导者合作,这些共同价值包括注重创新、表现、工艺等。我们与其他品牌合作可以创造更多商机,让更多人有机会接触法拉利品牌,而不单是有能力购买法拉利跑车的人。此外,法拉利在全球有数百万个F1粉丝,他们希望拥有法拉利产品,展现自己对品牌的热爱。我们的合作产品正好能满足他们的需求。”

法拉利最新的合作计划是与意大利知名脚踏车品牌Bianchi合作,推出Scud­e­ri­a法拉利系列高级脚踏车,以及山地车、电动脚踏车、城市通行脚踏车和儿童脚踏车等。

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.

Newspapers in English

Newspapers from Singapore

© PressReader. All rights reserved.