Ssense Creates Ferrari Set up at Montreal Retailer

The worlds of vogue and motorsports will collide later this week when Ferrari and Ssense associate to advertise the model as a part of the Canadian Grand Prix, which might be held in Montreal from Friday to Sunday.

From Friday to June 29, guests can cease by the Ssense retailer in Montreal to immerse themselves in a specifically designed Ferrari expertise. The shop is putting in a light-weight show that’s supposed to duplicate the sensation of racing by means of a tunnel. The area may even characteristic a V-8 engine suspended in midair that was created for the Ferrari California T automotive in 2014.

The set up additionally consists of archival video footage on giant flat screens exhibiting the historical past of the Ferrari model, from the creation of its signature horse weave to classic Grand Prix footage.

The area gives a wide range of males’s and ladies’s attire, baggage and equipment from Ferrari’s spring 2023 assortment.

“An enormous a part of our mission at Ssense is to have a good time excellence in design — whether or not that design is a minidress, a pair of headphones, or a V12 sports activities automotive,” stated Thom Bettridge, head of inventive and content material for the retailer. “Ferrari is a timeless design chief of their enviornment, and on the event of Montreal’s largest motor sports activities occasion, we wished to take the chance to collide our two worlds.”

Rocco Iannone, inventive director of Ferrari, added: “Ssense represents the nexus of the style business, a spot the place tradition and vogue meet and are interpreted by means of a pointy modern lens. They’re the proper associate to comprehend our imaginative and prescient of the Ferrari life-style, expressing the cultural halo that our model continues to manifest over time.”

He stated the spring assortment gives a “cross-collaboration between tailoring, workwear and racing.”

Ssense Montreal is at 418 Saint Sulpice Road in Previous Montreal.