Questioning convention can create new opportunities.


Ferrari is a brand that is deeply rooted in tradition, so how do you integrate technology that feels timeless? Ferrari asked IDEO to look at all the interactions within the car and design a way to keep people connected with their cars, even after they have moved on to new one.

We interviewed dozens of owners and saw the deep connection that they have with the brand. We observed that a number of owners even kept artifacts from their old cars as a way to remember them. We wondered how we could formalize this behavior and saw the much maligned key a perfect vessel.

We designed a key that stays with the customer instead of the car.  This allows owners have a meaningful memento and new buyers are able to start fresh with a personalized (and very expensive) artifact.
Mark

Design & Direction for Products & Experience
sdekkers@gmail.com