The Key to Ferrari
Unlocking a Brand’s Full Potential.
Understanding the Essence of Ferrari to Design Key Moments of Ownership
To reimagine key aspects of the Ferrari ownership journey, interviews with various Ferrari owners revealed emotional milestones that shaped the design of the vehicle access experience. Central to the new ownership and access experience was the Amuleto, a symbolic object delivered at the time of order, featuring the storied Ferrari emblem and engraved information about the purchased vehicle.
Receiving the Amuleto marks the beginning of ownership and builds anticipation during the typical 18-month wait for delivery. Crafted with materials tied to the specific vehicle, the Amuleto evolves with the ownership journey. The final version of the key incorporates remote functionality and emergency access. Preferences are learned through vehicle use. One version of the Amuleto featured a pink marble cap, evoking the doorstep of Ferrari’s home in Modena. Upon vehicle delivery, this cap was replaced with the functional elements of the key, which were tied to the vehicle. Another concept celebrated the heralded Ferrari brand marque and featured authentic materials used on particular Ferrari models with unique identifying information inscribed on the key.
The Ferrari Roma carries this philosophy forward with its minimalist, leather-wrapped key. This elegant, prancing-horse-emblazoned token integrates seamlessly with the vehicle interior, has its special storage location, and supports keyless entry and ignition.
By merging tradition, material richness, and cutting-edge technology, the Amuleto experience fosters a deep emotional connection with the Ferrari brand from the moment of first touch.
Related Services
Interaction Design, Brand Expression
Role
Interaction Design Director, Client Relationship Lead
More than just a functional tool for ignition or access, the key is a deeply symbolic object—an emblem of ownership that resonates far beyond its utilitarian purpose. For many, it represents more than the ability to operate a machine; it embodies a connection to a brand, a lifestyle, and often, a shared family history. Passed down from generation to generation, the key becomes a tangible link between past and present, carrying with it stories of travel, adventure, and personal achievement
Motifs, materials, and branding elements were thoughtfully integrated into the design of the owner's key, transforming it from a simple functional object into a meaningful symbol of identity and legacy. These carefully chosen design cues celebrated the heritage and craftsmanship of the brand, reinforcing its values and aesthetic language in a tactile, everyday item.
