London’s Ferrari Store brings the Ferrari wind tunnel to Regent Street.

London's Ferrari Store brings the Ferrari wind tunnel to Regent Street.

The Ferrari Store is once again proud to support the Royal Institute of British Architect’s Regent Street Windows Project, now in its third year.

The project combines cutting-edge architecture with unique retail design to challenge expectations and bring a new approach to the shopping experience. When creating this year’s window installations, the architects were asked to focus on the theme of “Play”, to coincide with the London Festival of Architecture.

The unique and innovative window display at the Ferrari Store, created by Feix & Merlin architects, demonstrates the concept of Play using ribbons of neon light travelling across the shop front in a turbulent pattern, to echo the smoke trails created in the Ferrari wind tunnel. Playing with the viewers’ perception, the ribbons are blown from one shape to another, creating the outline of the iconic Formula 1 car in one window and the classic Ferrari Gran Tourismo shape in the other.

This exciting and imaginative display in the windows of the Ferrari Store on Regent Street is on show from Monday 16 April until Sunday 6 May 2012.

Editorial Team

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