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The Ferrari Experience comprises immersive simulator rides, an eSports adrenaline hub and an exclusive themed dining experience
Lauren Heath-Jones | Planet Attractions | 18 Nov 2021
The 6,500 sq m experience transports visitors to the Ferrari factory in Maranello, Italy Credit: Simworx/Katapult
Simworx, a UK-based media-based attractions specialist, has partnered with themed attraction designer Katapult to develop the Ferrari Experience, a new attraction concept centred around the luxury Italian sports cars.
Occupying 6,500 sq m, the midway media-based attraction encompasses immersive simulator rides, including Simworx’ Flying Theatre and Immersive Tunnel attractions, as well as an eSports adrenaline hub and an exclusive themed dining experience.
“The Ferrari Experience concept will allow us to connect with our global fans like never before,” said Annabel Rochfort, director of Location Based Entertainment & Esports at Ferrari.
“We know consumer demands for a Ferrari midsize concept is high, and we are delighted to bring this exciting opportunity to market to provide guests with the true Ferrari experience.”
Phil Higgins, co-founder and chief creative officer at Katapult, said: “We have worked extensively to distil the brand’s tradition, innovation, passion and luxury, to create an authentic and scalable experience for Ferrari fans around the world to enjoy.”
Simworx CEO Terry Monkton said: “We’re super excited we’re working with Katapult and Ferrari on this project and hope that operators and park visitors will enjoy it as much as we have putting the concept together.”
Simworx, Katapult and Ferrari are also planning to offer a frictionless, connected guest journey for the Ferrari-themed attraction using state-of-the-art guest experience technology.
The experience was launched at the IAAPA Attractions Expo, which is currently underway at the Orange County Convention Center in Orlando, Florida. Attendees can book an exclusive virtual tour of the concept on the Simworx booth, booth #3421
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