As one of the final events in the official celebration of Ferrari’s 70th anniversary, “Driven by Emotion: Ferrari Through the Decades” was staged during the Columbus Day weekend in New York City.
Venues showcasing Ferrari vehicles included the Rockefeller Plaza, Hublot flagship store on Fifth Avenue, Ferrari’s New York showroom, and Sotheby’s headquarters.
Seventy Ferrari “experiences” were provided through digital activation, with visitors checking in at each of the locations to learn about each of the cars on display.
Ferrari North America commissioned street artist Mitchell Schoerr for a live performance on Rockefeller Plaza and then auctioned off the artwork to benefit Save the children.
The automaker also joined with Spireworks, a building-scale interactive lighting installation, to change the spires of iconic buildings of the New York City skyline during the event to showcase brand’s signature red.
Each of the four venues had a theme. At Rockefeller Plaza, it was “Through the Decades” featuring one “extraordinary” car from each decade, as well as a limited-edition LaFerrari Aperta and the F2001 that carried Michael Schumacher to victory in Formula 1 racing.
At the Ferrari New York showroom, it was “Ferrari Today” with cars with front-engine V12s. At Sotheby’s, it was “Iconic Ferrari” with supercars and vehicles such as the 250 LM. At the Hublot store, it was “Motorsports and Performance” with various racing cars.
Cars on display ranged from a 1949 MM, 1951 212 Inter and 1957 250 GT cabriolet to 2017 models.