Dealerships may still be the primary method by which automakers interact with their customers and the public, but “brand experience” locations are becoming more and more commonplace for high-end marques especially. And Ferrari has just opened a new type of installation in Dubai.
It’s called the Salotto Ferrari, taking its name from the Italian word for “lounge.” The first of its kind for the Prancing Horse marque, it’s located at the Four Seasons resort in Jumeirah. The Salotto is an open-air lounge allowing guests to relax, have a coffee, browse through Ferrari publications, check out some of its latest limited-edition lifestyle products, and of course check out the cars themselves – including the 488 GTB and the new GTC4 Lusso.
Opportunities to actually experience what one of the company’s supercars feels like on the road appear to be limited to passenger ride-alongs with certified factory test drivers, although we’re sure exceptions will be made for the right type of clientele. The space will also be used for VIP receptions and other events.
Though this may be new ground for Ferrari, it’s become more and more commonplace for others in the super-luxury marketplace. Bentley recently opened a boutique in one of London’s swankiest shopping malls. Rolls-Royce runs its pop-up Summer Studio in Sardinia. Even Citroën has its flagship showroom on the Champs-Elysées in Paris. And we won’t be surprised to see more of these company-operated locations opening up in glamorous locations around the world in the coming months and years.