Ferrari Luce World Premiere was one of Ninetynine’s standout successes at the Unicorn Awards 2026, taking home three awards – Crossover 2nd place, Best Product/Service Launch and Best Luxury/Lifestyle Event.
Created for Ferrari, the global premiere introduced the brand’s first fully electric car through a multi-stage experience that brought together institutions, international media, clients, collectors, dealers and the public.
For the occasion, the previously unfinished Vela di Calatrava in Rome was transformed into a fully operational event venue after 20 years. Its 74-metre-high structure became the centrepiece of the experience, brought to life through light, lasers and projections, while a transparent 18.5-metre-high tent created a climate-controlled environment without hiding the architecture.
The launch unfolded across seven days, combining 11 shows and five gala dinners, including an exclusive dinner by three-Michelin-starred chef Massimo Bottura. A transparent tunnel beneath the grandstand allowed the cars to emerge dramatically through the audience, while 700 sqm of LED walls, 32 laser units and 3D projections created an immersive setting around the reveal.
