DCI transforms Rodeo Drive into a Ferrari showroom for the company’s 60th Anniversary in North America.
When it comes to history and performance, Ferrari has no competition. So to celebrate their 60th anniversary in North America, the premiere Italian luxury sports car manufacturer chose to turn the fabled Rodeo Drive in Beverly Hills into a combination showroom, museum, and stage for unveiling the newest addition to their long line of classic automobiles.
Ferrari selected Dimensional Communications, Inc. (DCI) to bring the event, entitled “Race Through the Decades: 1954-2014,” to life. The primary challenge: convert three blocks of the world’s most renowned celebrity shopping destination into an exhibit showcasing 60 iconic Ferrari automobiles and celebrating the company’s exceptional heritage–all in a matter of hours.
“We had extremely limited time to put the entire exhibit together,” stated Robert Truslowe, Account Manager for DCI. “From street closure on Saturday afternoon until the event opening at 7 am on Sunday, we had only twelve hours to bring in the components, install the stage, storefronts, graphics and banners, test electronics, clean up and position the cars. Our crew literally worked from sundown to sunup to make the exhibit a reality.”
On Sunday morning, thousands of Ferrari enthusiasts were treated to an unprecedented display of unique and historic autos. The cars were grouped by category, including Daytona cars, LeMans cars, historic cars and Hollywood cars. Each category was accompanied by its own master display that explained its place in the Ferrari heritage, and DCI also created wheelstands for each individual vehicle, explaining the history and specifications of that particular car. Some of the notable vehicles on display included:
- The Testarossa from the TV show “Miami Vice”
- The 250 GT SWB Spyder from the movie “Ferris Bueller’s Day Off”
- A 275 GTB-4 purchased new by Steve McQueen
- The 308 GTSi from the TV show “Magnum PI”
- The Mondial from the movie “Scent of a Woman”
Other supercars in the lineup included LaFerrari, the 375 MM “Best in Show” winner at Pebble Beach, a priceless 250 GTO and many more. DCI also installed outdoor-friendly multimedia monitors that were viewable in full sunlight, featuring an interactive tour of the Ferrari museum in Italy. “Because this was an outdoor event, every component had to be rated to withstand potential weather conditions, including 60 mph winds,“ Truslowe explained.
In addition to the display of historic cars, DCI created storefronts for Ferrari and Tod’s, the company’s luxury goods brand. DCI chose truss-based, soft construction for the dramatic and eye-catching Ferrari storefront, which featured the company’s renowned “Cavallino” logo against a background of Ferrari’s signature red. The Tod’s storefront featured a canopy structure that invited visitors to come inside and shop for Ferrari-branded merchandise.
Last but not least, DCI provided the stage platform where Ferrari unveiled the new, limited edition F60 America. The stage floor was silver tile that complimented the gloss white speaker’s podium, and the 22’ high red backdrop emblazoned with Ferrari logos held an oversize video screen that displayed real-time images of the event.
This event was the centerpiece of Ferrari’s 60th anniversary celebration in North America, and one of the largest Ferrari events ever held. DCI is proud to have played a role in showcasing Ferrari’s unmatched heritage in racing and performance sports cars.
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