Ferrari (GB)

July 2006

The Hurlingham Club - London

reason / objective

Salon Privé, a society garden party by day and a glamorous cocktail party by night; an opportunity to celebrate, admire and view the best that the automotive industry has to offer – spectacularly rare and exotic cars set in the beautiful grounds of The Hurlingham Club.
Ferrari asked Smyle to create an eye catching area incorporating a number of cars including the new 599 GTB Fiorano, on public show for the first time. The area had to be weather proof whilst maintaining an obvious corporate identity aligned with Ferrari, its culture and corporate colours - an informal yet refined outdoor café style area.

concept / solution

A custom made Kalahari tension fabric structure provided a truly eye catching centre piece to the area giving shade and rain cover when required.
Hexagonal shaped and supported by 3 Tapered lattice mild steel masts, the canopy had a 12mx12m footprint and made from white PVC/Polyester.

A custom made raised bar area was positioned in one corner, trimmed in stylish yet practical vinyl flooring. Upon this platform was a custom red sided and white topped bar with curved sections at either end, finished to give clean sharp lines with a metallic sliver 3D Ferrari prancing horse logo on the front.  Also on the platform was a 5m wide concave white wall holding a traditional red Ferrari logo. 

Wooden summer furniture with parasols was very simple yet fitting for the event, as well as being more of an organic fit within the environment the café/bar was placed within.

The overall branding in this area was kept simple using coloured materials rather than logos and text, so the guests did not have to see the logo or read the word Ferrari to realise that it is a Ferrari area.

During daylight hours the lighting was kept simple and white, just enhancing the bar and seating areas.  As the light levels reduced the area came alive with colours and light, creating a very popular contemporary summer outside bar that became the place to mingle and be seen during the four day event.