FMK, a Ferrari brand experience center grandly opened at Paradise City in Incheon.

Public Exhibition for the First Time in 4 Years

This brand experience event holds significant meaning as it is the first Ferrari exhibition open to the general public since 2021[1][5]. FMK planned this event to expand opportunities for meeting regional VIP customers through collaboration with premium distribution partners in Gyeongbuk and the metropolitan area, beyond the existing exhibition spaces in Seoul and Busan.

Immersive Brand Experience Space

Dedicated Exhibition Booths and Video Content

The event space features special booths for the exhibition vehicles and video content that embodies the brand identity. A dedicated area for customer consultations and interactions is also set up to provide visitors with an in-depth brand experience.

Showcasing the Latest Convertible Lineup

The highlight of this exhibition is Ferrari’s latest open-top models. The Roma Spider, boasting a sleek design and excellent performance, the powerful PHEV model SF90 Spider with 1,000 horsepower, and the 6-cylinder PHEV sports car 296 GTS that maximizes driving fun are on display, capturing the attention of visitors.

Expert Consultant and Test Drive Experience Service

Ferrari’s specialized sales advisors will be present on-site to provide vehicle explanations and purchase consultations[1][5]. In particular, visiting customers will have the opportunity to experience the exhibition vehicles through test drives, allowing for a more vivid Ferrari experience.

Special Benefits Program for Contract Customers

Customers who sign vehicle contracts during the event will receive various premium benefits, including accommodation vouchers for the luxury resort ‘Umana Bali.’

Final Exhibition at Hyundai Department Store Pangyo in June

The third and final brand experience exhibition will be held at Hyundai Department Store Pangyo from June 9 to 15[1][5][6]. This will conclude FMK’s 2025 Ferrari brand experience tour.

Expanding Brand Experience Marketing Strategy

Kim Kwang-cheol, CEO of FMK, stated, “This event is designed to allow potential customers in key consumer areas with high customer concentration to directly experience Ferrari’s flagship models and vividly experience the brand’s charm and tradition,” and emphasized, “We will continue to expand contact points between the brand and more customers across the country.”

Meanwhile, this brand experience event is a core part of the experiential brand marketing program that FMK has been promoting since 2024, along with the Ferrari Certified Used Car Fair, Tailor-Made Exhibition, and Formula One viewing events, showcasing diverse content to strengthen emotional ties with customers and expand brand touchpoints.