Designing Speed: The Ferrari World Expansion

The brief was simple to say and hard to do: make people feel the engine before they ever see a car.

I built all of this in Unreal Engine, three spaces from the expansion, each solving a different piece of that problem.

The entrance has one job: promise everything coming. A sweeping red canopy pulls you off the concourse toward the show, warm light spilling across the threshold at dusk. You don't walk in. You're drawn in.

The café is where the pace drops. Rich materials, gallery-lit walls of racing imagery, a layout that stays social without feeling like a food court. More members' lounge than park restaurant, keeping the story going even while you sit down.

Ferrari Cafe

The attraction is where it gets loud. Heat and combustion, the engine rendered as spectacle, sparks and glowing metal wrapping the guest in raw mechanics. I wanted horsepower you feel on your skin, not read on a placard.

Unreal is why this worked. Instead of waiting hours for one frame, I could walk a client through the space, move the light, swap the mood, and watch it land live. The design decisions got made in the room, at the speed the project needed.

For a park built on speed, it only felt right to design it in a tool that could keep up.