THE LUCE HAS LANDED

“We are convinced that a company demonstrates its leadership when it has the courage to dare and to take on the challenge of new technologies. The Ferrari Luce is the result of more than 60 of our new patents and lies at the heart of an ecosystem of collaborations with outstanding technology partners. We have created a car that combines unique driving emotions with extraordinary performance, driving pleasure, and comfort for the Ferraristi of today and tomorrow." 

So says Ferrari CEO Benedetto Vigna, as the company unveils a car that takes electrification and technical innovation to new levels. Intriguing in its own right, the story deepens when you factor in the decision to approach the design in an unconventional way, intended to underline its uniqueness on a technological level as well. Hence the idea of entrusting the project to a designer from outside the Ferrari Design Studio, headed by Flavio Manzoni. The creative collective LoveFrom was in fact brought on board and tasked with bringing an innovative experience of the luxury sector to enable cross-fertilization and inspire new design languages.

Ferrari Chairman, John Elkann, has known its co-founders, Sir Jonathan Ive and Marc Newson, for some time, and the result is described as an “unconventional, multidisciplinary perspective.”