How do you design a retail space that goes beyond display? Ferrari Creative Director Rocco Iannone and design studio Formafantasma reflect on the vision behind the new Ferrari Boutique in London, conceived as a space that connects disciplines, from fashion and architecture to visual display. Balancing the functional logic of retail with an exhibition-driven approach, the project moves between showing and selling, transforming the Boutique into a curated environment shaped by research,