The Ferrari Myth exhibition was officially opened at the Italian Center in the Shanghai Expo Park. The inauguration ceremony was attended by the company’s Deputy Chairman Piero Ferrari, and representatives of both the Chinese and Italian governments.
The exhibition covers an area of 900 square meters and will be open to the public for three years. Its aim is to introduce the Chinese people to Ferrari and allow them to experience at first-hand to the history, cars, technologies and passion of the Prancing Horse.
This is the first time the company has organised such a long-term, broad-ranging exhibition outside of Italy. It will be continually updated throughout its run to document the ongoing evolution of the company and its products.
In its first twelve months, the exhibition will be divided into five areas: Ferrari in China, Green, Product, Design and Racing. The text, images and videos on display, as well as the large number of objects that have been brought in from the Ferrari Museum in Maranello.
The centerpiece of the exhibition is made up of five eye-catching Ferraris that were selected for their special significance: the 348 TS as the first Ferrari to enter the Chinese mainland market, a 275 GTB4, a 365 GTB4 Daytona; the 750 Monza sports prototype and the FF, Ferrari’s first four-seater four-wheel drive model.
Yup ! Myth pure and simple . That is the depths to which Ferrari has sunk to ….. reality having taken its exit over a decade ago . Myth – Hyperbole – Pretense – Smoke & Mirrors . Complete with $400 hair dryers – SheikMaranelloLand – the Ferrari Pit Experience at a Shopping Mall near you etc etc etc .