The Ferrari Store in Madrid plays a role of prime importance in the Ferrari retail program, since it is the first application of the new store restyling concept. The new design focuses on the history and products of Ferrari, narrated through merchandise and imagery to accompany visitors through the space. The Ferrari Store of Madrid has an overall area of about 500 m2, on two levels, and two large shop windows, in an important building on Calle Serrano. The architectural project by Studio Iosa Ghinifocuses on the facades with the windows, with which the store communicates its spirit of racing and tradition through the ‘Fan’ space, with the Formula 1 racer and the display on the Ferrari ‘Lifestyle’.