The project, called "Ferrari: new concepts for the myth" will see students from four of the world's best automotive design schools compete to create design models of future Ferrari cars. The Art Center College of Design of Pasadena, the Tokyo Communication Arts, the Coventry School of Art and Design and the European Institute of Design in Turin will go head to head to stimulate their students' talent and creativity.
The best work from each college will compete to bring fresh and innovative ideas for the Ferrari range according to the following brief: the studies should bring innovation in both style and function, externally and internally; propose stimulating alternatives to the internationally acclaimed shapes of the current and previous mid-engined eight cylinder cars and the front-engined twelve cylinder cars. The students have total creative freedom, although their designs will have to retain the recognizable features and values of the Ferrari marque.
The art and design schools selected to take part in this project have been chosen for their diverse approach to styling and the project designs results are expected to vary widely.
In July 2005 the five best models from each of the four schools will be put forward for evaluation. The 20 models, in 1:4 scale will be judged by a technical panel including the Ferrari Styling Committee and the senior management of Pininfarina. Four winners will be picked, and special mentions are available for the best designs. A selected number of Ferrari customers and readers of the world's car magazines will also evaluate the desirability of these models.
The four winners will be given the unique opportunity of work experience at Ferrari or Pininfarina, transforming the academic project into professional experience.
The award ceremony for the winners will be held at the Galleria Ferrari in Maranello, which will also host a dedicated exhibition of the work.