The ancient Roman concept of tabula rasa refers to a smooth wax tablet used for writing, one that could be completely wiped clean and reused. In many ways, this idea parallels the notion of a blank canvas—a story waiting to be told, shaped by the individual interacting with it. However, beneath the smooth surface lies the imprint of a previous story, one that can be revealed through action and interaction.

Ferrari’s new collection, Beauty in Transition, draws on this concept of the tabula rasa, intertwining it with themes of interactivity, innovation, movement, and potential. Like the ancient tablet, this collection represents the convergence of history and new beginnings, where each piece is infused with past narratives yet open to transformation through the lens of the present.

In line with this, the pop-up store was designed to embody the fluidity of upcycling, transition, and creative potential. Visitors are invited to engage with the space, revealing layers of meaning through interactive elements that highlight the themes of process, movement, and renewal.