"I hold the key to the Ferrari in my hand. I press it, like a puzzle piece, into a notch by my right hip. Yellow fades from the key as the hue enters the shifter and the dashboard comes to life with a wave of yellow. I'm enchanted. My foot can't wait to slam down on the pedal. The only thing I'm missing is . . . the entire rest of the car."
"Even for a legendary automaker launching its first EV, it was a preposterous pitch: Ferrari's big car reveal would not show the car. And it wouldn't show the car's interior, either. Instead, journalists were asked to fly-some of them halfway across the world-to scope out a steering wheel, a few chunks of dashboard, a center console, and a seat. I can count the designers I'd do that for, not on one hand, but on one finger."
"Designed over the last five years with the firm LoveFrom, the Ferrari "Luce" (translation to "light" or "illumination") is a generationally important car for the Italian automaker as it transitions to an electric future. Everything from the car's form, to its layout, to its buttons, to an e-ink key that's the size and shape of a Zippo lighter, to the vehicle's interface and typeface, was designed through the gaze of the San Francisco firm."
A narrator inserts an e-ink key into a notch and watches the dashboard light up while yearning for the missing car. Ferrari staged a reveal that presented only a steering wheel, dashboard fragments, a center console, and a seat, asking journalists to travel to view components rather than a complete vehicle. The Ferrari 'Luce' was designed over five years with LoveFrom and Jony Ive, combining over 1,000 horsepower with Apple-era design cues. Design choices include anodized aluminum, Gorilla Glass, a Zippo-sized e-ink key, bespoke interface and typeface, and a form focused on illumination for Ferrari’s electric transition.
Read at Fast Company
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