Bolidism, an artistic movement, is founded in 1986 by a group of 15 architects in Italy. This movement, growing in many fields, aims to find the philosophical reasons of the place of individuals through the human evolution while they adapt to the new mobile and quick lifestyle. The movement celebrates speed, scientific progress, the automobile and the technology.
Massimo Iosa Ghini, one of the founders of The Bolidism defines bolide in italian as “a fast moving object” like a projectile, race car or a comet. It is also about speed and motion in computers and communication technologies.
Inspired from the Italian futurism, Massimo Iosa Ghini imagines the shape of this “less material type” of communication in architecture and defines it as “Fluid City”.
The interpretation of Fluid City according to Maurizio Corrado:
The Fluid City is not physically definable, it is a whole of limitless physical contacts. We can define the city a union of a defined space and of relationships among its people; the concept of Fluid City places itself on a different level: the Fluid City does not physically exists, it exists as union among people living far away one from the other but mutually influencing themselves, just like in a normal city.
The Fluid City places itself above spaces like a nervous system.
The merchandise retail spaces for Ferrari- symbol of speed on the road-is designed by Massimo Iosa Ghini.
He combines the aesthetics of the Bolidism with the corporate image of Ferrari. While using traditional color, Ferrari red and shapes, he utilizes the contemporary materials and technologies to build the Ferrari image .
Massimo Iosa Ghini specifies fluid lines in innovative materials with expressive red. The stores exhibit Marinetti’s (father of the futurist movement) futuristic aesthetics and the energy of the Ferrari brand. The sense of the movement, sometimes in asymmetrical flow, represents Ferrari’s corporate identity with its full speed and fluidity. The glossy red echoes the spirit of Ferrari: fast and sporty.