Ferrari has just opened a spectacular showroom that resembles a luxury villa... here's what the interior looks like

Ferrari has unveiled a new vision for its showrooms, and the first concrete example has just opened its doors in Switzerland, at Sihlbrugg, near Zurich. A spectacular building that already gives a clear indication: Ferrari no longer just wants to sell cars, but to offer an almost intimate experience, designed for a select clientele.

A Ferrari showroom that looks more like a luxury villa than a dealership

From the outside, the new building is an immediate eye-catcher. The façade of the Swiss showroom features elements inspired by the Ferrari Daytona SP3, with horizontal lines reminiscent of the Italian hypercar's rear end. It's a discreet but obvious nod to the fact that, here, every detail must tell a story.

The building extends over seven levels and more than 6,600 m². However, Ferrari did not want to give the impression of a cold or overly clinical space. On the contrary, the manufacturer seems to have wanted to create a warm, almost residential atmosphere. Inside, visitors discover a mix of wood, noble materials, elegant lounges, subdued lighting and large open spaces. Some media have even compared the ambience to that of a luxurious modern Italian villa. The aim is clear: to make people forget the classic image of the car dealership.

Ferrari wants to create a sense of belonging

For several years now, Ferrari has been selling more than just sports cars. The brand sells status, access, a universe. With this new architecture, this becomes even more obvious. The manufacturer explains that it wants to create a real “sense of belonging”. The showroom is no longer simply a place where you sign an order form before leaving with the keys to a supercar. It becomes a social space, almost a private club.

This is one of the reasons why a space called “Piazza” has been integrated into the project. Inspired by the Italian piazzas where locals gather to chat and spend time together, this area allows customers to relax over a coffee or a drink, far from the sometimes impersonal atmosphere of traditional dealerships. Ferrari's aim here is to strengthen the emotional bond with its customers in a world that has become ultra-digital and impersonal.

A blend of discreet luxury and immersive technology

This new concept also relies heavily on immersion. Ferrari speaks of an experience combining physical presence and digital tools. The showroom features an entire floor dedicated to model configuration, with giant screens, materials on display and various customization options.

There's also a dedicated delivery room, areas reserved for pre-owned vehicles, a service workshop and several more private areas for confidential discussions. Because at Ferrari, buying a car isn't supposed to be like buying a conventional car. And it works: when a brand earns an average of over €130,000 per car sold, every detail counts.

The showcase of the future for Ferrari

This Swiss showroom is probably just the beginning. Ferrari intends to use this new architectural language in its future dealerships around the world. A way of further reinforcing the exclusivity of the Italian brand. At a time when many manufacturers are downsizing their physical showrooms to optimize m2, Ferrari is doing exactly the opposite: the brand is investing massively in real, spectacular and emotional spaces.