LoveFrom, a design firm led by Ioni Ive and Marco Newson, has entered into a creative partnership with Ferrari and Ferrari holding company Exor to devise likely car-related projects and explore new business opportunities. LoveFrom’s results have remained somewhat unknown since Ive left Apple to launch a design firm in 2019, and Ferrari marks only the company’s second high partnership since a separate deal with Airbnb last year.
Details of cooperation still unknown
Details about what LoveFrom actually does for a luxury car manufacturer or Exor are almost unknown to the public. What everyone is commenting on is that from a financial point of view, this partnership will be an expensive adventure, knowing the work of one of the best industrial designers of today. The Financial Times reports that the partnership includes contributions to Ferrari’s first electric car, which the company plans to introduce in 2025. Both Jony Ive and Marc Newson have well-documented opinions about modern cars – they are “reckless” and “at the bottom of the trough.”
Precisely because of their attitudes, it’s fascinating to see what the duo will design for the future of the electric car, and the automotive industry in general. However, it seems equally possible that LoveFrom instead creates a jacket or purse that will cost hundreds of thousands of dollars. As with Airbnb, the only thing that can be guaranteed is an exchange of influence. Ferrari and Exor, at least in part, pay to attribute their brands to the good design taste for which Ive and Newson are known. Maybe it’s worth more than connecting with any special project.
Source: PC Press
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