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If you are on your phone, please change to a laptop or use a computer monitor.
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Duration
3 months
3 months
3 months
3 months
3 months
3 months
ROLES
General Research — User Research — Flow Design — Multimedia Design.
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Experience every value of Ferrari, stimulate all human senses featuring mixed reality technology.
Entrance
the legacy, the history of Ferrari over hundreds years of development
See
Touch
Hear
Smell
Taste
F1 room / concept room / engine room
select the model, see it, and interact with it
See
Touch
Hear
Smell
Taste
Simulation room
feel the bump, lean, drive, and win the race
See
Touch
Hear
Smell
Taste
360 room
feel the environment, experience the art of ferrari
See
Touch
Hear
Smell
Taste
interactive dining room
exclusivity for special guests only
See
Touch
Hear
Smell
Taste
Overview
Ferrari: The Sixth Sense is a virtual reality technology exhibition that brings the feeling and interaction between all 5 human senses to the exhibition.
Using technologies such as AR, VR, MR, combined with real products at 1:1 scale (racing cars, engines, cockpits...), Ferrari propose to bring a vivid experience to participants.
project objectives
Innovative
Take advantage of modern technologies (AR, VR, MR) to enhance the experience as well as expand the range of content that can be presented to viewers.
INTeractive
At this exhibition, participants will not only see or listen, they will interact directly with the products on display, of course completely virtual interaction... but as real as possible.
Engaging
We want to provide the kind of experience where participants will spend their time enjoying themselves rather than jotting down boring information.
Research and project approach
Problem focused
The first thing we did was evaluating Ferrari's current projects. We look for existing problems, elements that can be developed, and elements that can be retained for continuity. Some of those projects include: amusement park and Ferrari museum.
We set out to identify the differences between past fans of Ferrari (Gen X and Y), and younger fans of the luxury brand today (Gen Z and Alpha). This will help us identify what needs to be connected to fill the generational gap between Ferrari and their new fans.
expected campaign values
Business and customer centric
The important criteria are: brand love, brand trust... We build everything from the bottom up, like a tree. For example, if we turn everything upside down, from top to bottom, we have a statement: By giving users customization options, they can express their own style and reveal their own unique identity. This will help Ferrari win more people's brand loyalty, trust, love, awareness, attention
identifying trend
Immersive Technologies
Immersive experiences revolutionize brand campaigns, blending physical and digital realms to engage audiences deeply. Through VR, AR, or interactive installations, brands create memorable moments, fostering loyalty and shaping brand identity.
Sustainability Messaging
Sustainability messaging boosts brand trust, attracts ethically conscious consumers, and drives innovation, ultimately enhancing brand reputation and long-term success.
Personalized Experiences
Personalized experiences tailor products and messaging to individual preferences, driving engagement, loyalty, and brand advocacy.
market analysis
Fashion
Gucci / Hermés / Dior
Pop-up Store
Fashion Shows
EXHIBITION
Share brand history and collection story in a concise, professional manner suitable for an audiences
BEAUTY
Dior / Armani / Loewe / Chanel
Pop-up Store
EXHIBITION
Virtual Reality (VR)
To allow them to touch and try out the actual product and brand service. Provides customers with a more representative brand experience
JeWELLERY
Swarovski / Cartier / Tiffany
Concept Store
EXHIBITION
Virtual Reality (VR)
Provide a sense of connection with an interactive and immersive experience that showcases the story behind the brand about the personality it holds.
ART and TECH
Van Gogh / Bulgari
Immersive exhibition
The audience is invited to embark on an enlightening journey of knowledge and culture facilitated by technology, making it more accessible and interactive.
identifying problems
Problems
Lack of data-driven technology
Lack of channel for fan to interact with the brand
Currently focusing on local market
Lack of personalized offers and deals
What get affected
Human connections
International relationships
Stable leadership
Lack of personalized offers and deals
Expected increase
Fans engagement
Accessible merchandise
More transparency
Interactive experiences
Heritage appreciation
How might we
How
MIGHT
WE
HELP
YOUNG
GENERATION
TO
EXPERIENCE
INTERACTIVE
AND
ENGAGING
ACTIVITIES
IN
ORDER
TO
ATTRACT
THEM
TO
BECOME
A
FAN
OF
FERRARI
End.
other projects
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Casually respond within 1-2 days (even the weekend, I take no day off)
Tung Nguyen Viet
Product Designer
About me