What do you do for an encore after you’ve designed some of the most ubiquitous technology currently in use? Jony Ive is the lauded designer whose time working at Apple resulted in the look and feel of the iPhone, as well as a number of other gadgets from the iPod to the Apple Watch. In the summer of 2019, he announced he’d be leaving Apple — though he continued to consult for them, along with a number of other companies, Airbnb among them.
Admirers of Ive’s work wondering when he would work on something a little more tactile next now have an answer to that lingering question. A recent report at Reuters reveals that LoveFrom, the creative group headed by Ive and his longtime collaborator Marc Newson (who worked with him on the Apple Watch), signed an agreement to collaborate with Ferrari’s parent company Exor.
According to a statement from Exor, the first collaboration from the two firms “will bring together Ferrari’s legendary performance and excellence with LoveFrom’s unrivalled experience and creativity.” The statement also notes that Ive and Newson will work on “a range of creative projects with Exor in the business of luxury.”
Ferrari is in the midst of a brand extension strategy, which finds the storied marque expanding into a host of other luxury venues. The Reuters article notes that the same is true, albeit more broadly, for Exor — including purchasing stakes in Louboutin and Shang Xia. Working with Ive and Newson certainly seems like a bold statement of intent for what the coming years will look like, and we’ll likely have a more specific sense of what that means before long.
Will it lead to an Ive-designed sports car? According to a Ferrari spokesperson, it’s certainly possible.
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