FMK Opens Ferrari Brand Experience Center at Paradise City in Incheon, Korea

first exhibition open to the public in four years

this brand experience event is significant as it will be the first Ferrari exhibition open to the general public since 2021[1][5]. FMK organized the event to expand its reach beyond the existing Seoul and Busan showrooms and to collaborate with premium distribution partners in Gyeongbuk and the Seoul metropolitan area to meet with VIP customers in the region.

creating an immersive brand experience space

dedicated exhibition booths and video content

special booths for the vehicles on display and video content reflecting the brand’s identity were set up at the event venue. a dedicated space for customer consultation and response was also organized to provide visitors with an in-depth brand experience.

unveiling the latest convertible lineup

a highlight of the show will be Ferrari’s latest open-top models. the Rome Spider, with its sleek design and superior performance; the SF90 Spider, a PHEV model with a powerful 1,000 horsepower; and the 296 GTS, a six-cylinder PHEV sports car that maximizes driving fun.

expert consultants and test drives

ferrari sales advisors will be on hand to explain the cars and provide purchase consultation[1][5]. In particular, visitors will have the opportunity to test drive the cars on display to further immerse themselves in the Ferrari experience.

special benefits program for contract customers

customers who sign a vehicle contract during the event will be offered a variety of premium benefits, including a stay at the luxury resort Umana Bali.

final exhibition at Hyundai Department Store Pangyo in June

the third and final brand experience exhibition will be held from June 9-15 at Hyundai Department Store Pangyo[1][5][6]. this will complete FMK’s 2025 Ferrari brand experience tour.

expanding brand experience marketing strategy

“This event is designed to allow potential customers to experience Ferrari’s flagship models first-hand in key consumption areas with a high concentration of customers, and to vividly experience the brand’s charm and tradition,” said Kim Kwang-chul, CEO of FMK. “We will continue to expand the number of touch points between customers and the brand across the country.”

the brand experience event is a key pillar of FMK’s experiential brand marketing program since 2024, which, along with Ferrari Certified Pre-Owned Car Fair, tailor-made exhibitions and Formula One viewing events, has been showcasing a variety of content to strengthen emotional connections with customers and expand brand touchpoints.