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Ferrari Expands Its Empire With Pit Stop

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On: Mon, Dec 13, 2010 at 5:26PM | By: Chris Weiss

Ferrari Expands Its Empire With Pit Stop

Ferrari is like the new Disney. Pretty soon there will be a Ferrari store in every suburban shopping mall in your state. Until then, you'll have to settle for the new Ferrari Pit Stop, based in Nola, Italy. Officially, Ferrari calls this "a new concept embracing the challenges and triumphs of over 60 years, inflaming the passion and the legend of Ferrari, representing a point of reference for the fans." Without all that marketing talk, though, it's basically just a store. A really big store.

Okay, it's a little more than a store, what with 10,000 square feet filled with Ferrari video games and big-screen televisions broadcasting F1 races. But you know they just want you to hang out long enough to find the perfect Ferrari Pit Stop t-shirts and matching hats for you and all your closest family members.

The store is located inside the Vulcano Buono shopping complex, so it should provide a much needed reprieve for purse-toting, girlfriend-shadowing men stuck shopping on a weekend afternoon.

Ferrari said of the new store in a statement: "Ferrari Pit Stop is the first of its kind we have opened. The development plan is not final yet, so I am not able at this stage to confirm the list of our future openings. I can definitely confirm that we will have ‘mobile’ Pit Stops following Ferrari during the Grand Prix and all those events involving also our fans.”

While it may be the first "Pit Stop," it certainly isn't Ferrari's first store. Ferrari has a global network of stores including a Park Avenue, Manhattan location that was opened this past June.

And Ferrari hasn't limited itself to branded clothing, badged gear, or retail stores; the company recently opened its own theme park in Abu Dhabi. Billed as the world's largest indoor theme park, Ferrari World Abu Dhabi is packed with Ferrari rides, history, and amusements. It officially opened last month, and recent reports indicate that Ferrari is in talks to build other Ferrari World locations.


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