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。





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.

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