UK: Katapult & Simworx Present New Ferrari Media-Based Midway Attraction Concept

UK-based design firm Katapult and Simworx, also based in the UK and a specialist for media-based rides, have collaborated on the development of a midway attraction concept for a branded “Ferrari Experience”, which was officially presented today. The concept will use immersive simulator rides, an esports adrenaline hub and exclusive themed dining experiences for the whole family to make the brand experience complete.

Ferrari’s Annabel Rochfort, Director of Location Based Entertainment & Esports, said, “The Ferrari Experience concept will allow us to connect with our global fans like never before. We know consumer demand for a Ferrari midsize concept is high, and we are delighted to bring this exciting opportunity to the market to provide guests with the true Ferrari experience.”

To round out the customer experience, plans already call for the use of state-of-the-art guest experience technology to ensure a smooth and connected experience. (eap)