Ducati

A retail space organised around three ideas: heritage, race and Italianness.

In July 2022, External Reference presented the first phase of a concept for a Ducati store. Heritage looks to the podiums and the desmodromic engine. Race brings in the engineering of the track: engine anatomy, trellis frames and wind-tunnel studies. Italianness turns to the pencil sketch and the assembly lines of Borgo Panigale.

An eight-step customer journey organises the plan, from the first contact to the day the motorcycle is collected. At the centre sits the Cuore Ducati.