This week, Ferrari’s takeover of one of the most exclusive shopping districts in the world has caught his eye.
Last month Ferrari proved that racking up an astonishing 60 years in the US does not by any means imply that the brand is too old to know how to throw a party. The luxury sports car brand celebrated its 60th anniversary in the United States with a weekend takeover of Beverly Hills, which included a star-studded private black tie gala as well as a mass parade of the glorious motors on Rodeo Drive for the public.
Making its presence very much felt in the affluent city, Ferrari illuminated The City Halls in the signature Ferrari red and projected an enormous emblem of the “Prancing Horse” onto it. The Ferrari red was also prominent in bountiful arrangements of roses at the exclusive open-air dinner.
Bursting with an almost contagious energy and enthusiasm, leading automotive auctioneer David Gooding auctioned off the first of 499 examples of the newest 458 Speciale A, with all proceeds ($900,000) going to charity. As an extra treat, the brand spanking new limited-edition F60 America was unveiled to the crowd, of which only 10 will be produced and have already been snatched up by keen Ferrari aficionados.
Culminating the weekend’s celebrations was an open-to-the-public event on Rodeo Drive “Race Through the Decades: 1954-2014” where Ferrari brought a record-breaking 1000 Ferrari cars to the streets of Beverly Hills. The collection included iconic models made famous on TV and film, including the Ferrari 308 GTS from Magnum P.I., the Testarossa from Miami Vice, and Steve McQueen’s Ferrari 275 GTB/4 from Bullitt. Broadcasting the event to passers-by were two giant screens either end of Rodeo Drive, and a giant counter was even built on Camden Drive reminiscent of Formula 1.
Guests were treated to musical performances from the likes of Mary J. Blige, the Los Angeles Virtuosi Orchestra led by esteemed Italian conductor Carlo Ponti Jr. and violinist Caroline Campbell, and a spectacular fireworks display capped off the night’s event.
Culminating the weekend’s celebrations was an open-to-the-public event on Rodeo Drive “Race Through the Decades: 1954-2014” where Ferrari brought a record-breaking 1000 Ferrari cars to the streets of Beverly Hills. The collection included iconic models made famous on TV and film, including the Ferrari 308 GTS from Magnum P.I., the Testarossa from Miami Vice, and Steve McQueen’s Ferrari 275 GTB/4 from Bullitt. Broadcasting the event to passers-by were two giant screens either end of Rodeo Drive, and a giant counter was even built on Camden Drive reminiscent of Formula 1.
Following a so-far unsuccessful Formula 1 season and the recent resignation of its long time chairman, you’d be forgiven for thinking Ferrari has endured tough times lately. But as shown by guests at its 60th Anniversary events, the passion surrounding the brand is stronger than ever.
Joss Davidge is managing partner of BEcause, an award winning brand experience agency which has been helping brands become more tried, tested and talked about for over 20 years.
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