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Katapult and Simworx launch new Ferrari Experience attraction concept

Ferrari Experience offers immersive simulator rides, an esports hub and dining experiences.

ferrari experience attraction concept

Katapult, the international guest experience design agency, and Simworx, the dynamic media attractions specialist will launch the Ferrari Experience attraction concept at IAAPA Expo 2021

In an exclusive preview, Blooloop can reveal that the Ferrari Experience is a media-based midway attraction concept that includes immersive simulator rides, an esports hub and exclusive themed dining experiences.

“The Ferrari Experience concept will allow us to connect with our global fans like never before,” said Annabel Rochfort, director of LBE and esports at Ferrari.

“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.”

Authentic experience for Ferrari fans

ferrari experience attraction concept
Phil Higgins, Annabel Rochfort & Terry Monkton

Ferrari, Katapult and Simworx are also planning a frictionless, connected experience for the Ferrari-themed attraction using state-of-the-art guest experience technology.

“We are excited to partner with Ferrari to develop a truly unique midway attraction concept,” said Phil Higgins, co-founder and chief creative officer at Katapult.

“We have worked extensively to distill the brand’s tradition, innovation, passion and luxury, to create an authentic and scalable experience for Ferrari fans around the world to enjoy.”

The Ferrari Experience was designed using virtual reality (VR). Interested parties can arrange an exclusive VR tour of the concept at the Simworx Booth #3421 . Contact for more information.

Ferrari attractions

Meanwhile, Legoland California Resort and Ferrari have teamed up to announce the world’s first interactive ‘Build and Race’ attraction, scheduled to debut in spring 2022.

“We are excited to build upon our existing relationship with the Lego Group by combining our leading brands within this transformative entertainment attraction,” said Rochfort.

Katapult has also designed and launched a new experience for Legoland theme parks across the globe, in collaboration with the Lego Group and Merlin Entertainments.

Earlier this month, Simworx announced the opening of its latest attraction, the Masameer Experience at the Boulevard RUH City development in Saudi Arabia.

Images: Katapult/Simworx

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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