The Key to Ferrari
Unlocking a Brand’s Full Potential.

Related Services
Interaction Design, Brand Expression

Role
Interaction Design Director, Client Relationship Lead

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.