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As an organiser, how has Nahum created
an environment of passion befitting that of
the Ferrari brand? He says: “The graphics and
the 3D design are carefully thought out and
integrated to create a narrative environment
that assists us in telling this story and which
matches the power of the subject.
How much thought went in to setting up
the exhibits, in terms of managing the correct
lighting to show the curves of the cars off in
the right way? Nahum adds: “The exhibition is
designed with great care in terms of the layout
and positioning of exhibits, the sight lines,
the narrative and surprise. Lighting is part of
this.”
How has visitor feedback been? Nahum is
enthusiastic about the exhibition’s success,
saying: “Visitor feedback and press comment
has been excellent. Visitor numbers continue
to exceed expectations and the exhibition
has received extremely positive international
media coverage.”
3.
A walk through time
Upon entering the exhibit, you walk
through a small installation where you are
greeted by the 125s, the first Ferrari which
took to the road in 1947. The car, together
with a V12 engine unit, sits behind a simple
rope on a platform. The lighting in this small
room is strategically positioned to show the
contours of the car’s scarlet bodywork.
To fully immerse visitors in what Ferrari
means, black and white stills of yesteryear
and schematic diagrams of early cars cover the
walls.
Exit the installation and you find yourself
in the main hall, greeted with design-stage
examples of the 250GTO. Very much under
the skin, on display is a wooden mould and
wire frame pattern.
4.
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Walk past the miniature wind tunnel
models and past a 458 chassis and you enter a
third room. Two Ferraris are on either side on
raised platforms, including another 250GTO
and the famous wedge-shaped Testarossa,
before finding a scarlet F40 behind.
The final part of the experience has been
designed with an immersive flavour of Ferrari’s
racing past. A curved banked platform,
seemingly based on the famous banked Monza
race circuit, offers a timeline of past glories.
First up is Alberto Ascari’s F500, in which
he raced in Formula 1 in 1952 and 1953, then
three examples of racing GTO250s (these
cars alone must account for the majority
“Sir Terence
Conran,
founder of
the Design
Museum,
is thrilled
that Nahum
curated the
collection in
London”
of the exhibit’s value) and
leading the way a replica of the
aforementioned F12000 Formula
1 car. At the end sits the La
Ferrari, the hybrid supercar –the
marque’s latest poster child.
Sir Terence Conran, founder of
the Design Museum, is thrilled
that Nahum curated the collection
in London: “We have all at some
point had dreams of owning
a Ferrari. The brand itself has
become a worldwide symbol of
design success, whether it’s their
road models or Grand Prix cars.
“The Ferrari story is truly one
of the great adventure stories of
the industrial age and I am very
proud we are able to tell it at
the Design Museum. The depth
of emotion goes far beyond the
external beauty of their cars: what
excites me so much about this
exhibition is the rare opportunity
to glimpse behind the scene and
experience the dynamic between
engineering, manufacturing and
design, which produces Ferrari’s
magic ingredient. The magic
ingredient that means I am here
aged 85 and still lusting after
owning a Ferrari.” It was Enzo
Ferrari who said, “If you can
dream it, you can do it.” Nahum
has done just that. AAA
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