Project background:
Ferrari World Abu Dhabi is an amusement park located on Yas Island in Abu Dhabi. It is the first and only Ferrari-branded theme park and largest indoor theme park in the world. It was named the “Middle East's Leading Tourist Attraction” at the World Travel Awards™ 2015.
I was the designer of the parks wayfinding design system while at Thinkwell Group, Los Angeles. In large part the design challenge was that of meeting the guest expectation that is the legacy of Ferrari design into an altogether new market of brand expression. The park wayfinding had to establish the DNA of Ferrari style within highly functional, informational paradigm. There was no guidebook to inform such a design system beyond the style of the Ferrari automobile aesthetics. This compounded the design challenge at hand.
The resulting industrial design solution, and it’s clear international informational architecture further extends the Ferrari brand legacy into the 'guest experience' market.
Sample pages from initial presentation booklet presented to Ferrari that conveys overall design system and aesthetic.
Initial elevation studies.
On-site photos of completed system.
