The Ferrari store in London has a history of taking part in the Royal Institute of British Architect’s Regent Street Windows Project and this year is no exception as the company has taken the wraps off their 'Heart of Ferrari' display.

The Ferrari store in London has a history of taking part in the Royal Institute of British Architect’s Regent Street Windows Project and this year is no exception as the company has taken the wraps off their 'Heart of Ferrari' display.

For this year's project, architects were tasked with creating an installation that "expresses the brand’s identity with a physical intervention that would engage and surprise shoppers and passers-by." As a result, the team from Gensler and Icon developed a display that showcases Ferrari's Formula One and GT cars.

The F1 display highlights Ferrari's technological prowess via a pulsating brain, while the GT display embraces the emotional side of the company through a representation of a beating heart. Both sculptures were constructed from recycled materials in a nod to Ferrari's commitment to the environment.

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