Ferrari Luce Launch 2026

Creative Technology delivered the technical production for the highly anticipated Asia launch of the Ferrari Luce in Shanghai, creating an immersive reveal for one of Ferrari’s most significant new vehicle introductions.

Taking place only weeks after its global debut in Milan, the Shanghai event marked the first presentation of the Ferrari Luce to the Asian market. As Ferrari’s first fully electric five-seater, the launch represented an important moment for the brand, bringing together its unmistakable design heritage with a new chapter in electric mobility.

Over three days, invited guests and international media experienced the Luce within a carefully designed environment at the Power Station of Art in Shanghai, where light, architecture and technology came together to create a striking stage for the vehicle’s unveiling.

Drawing inspiration from the name Luce, Italian for “light,” the launch environment was designed around light as a central creative element, shaping the space, highlighting its architecture and supporting the story of the reveal.

The reveal took place within a clean white setting designed to transform through light and digital content. Rather than technology competing with the vehicle, each technical element was integrated into the space to support the visual language of the launch and build anticipation towards the central reveal.

At the heart of the environment, Creative Technology supplied and integrated more than 1,700 modules of P1.86 flexible LED, creating an expansive digital canvas around the presentation space.

Content was driven through Disguise VX4 media server playback, providing the flexibility and processing performance required to deliver precisely coordinated visual content across the LED installation.

CT China also engineered and delivered the kinetic unveiling system, adding a physical dimension to the reveal and allowing the vehicle to emerge as part of the wider visual experience.

Together, lighting, LED, content and movement transformed the venue into an immersive environment designed around a single moment: the first introduction of the Ferrari Luce to an Asian audience.

Creating the experience within Shanghai’s Power Station of Art introduced a very different set of production challenges.

Originally constructed as a power station before being transformed into one of China’s leading contemporary art museums, the building remained operational throughout both the production period and event days. Existing exhibitions and art installations had to remain protected and accessible, placing significant restrictions on how and when the production could be installed.

Major works therefore had to take place overnight, with CT China working within tightly controlled installation windows while minimising disruption to the museum’s daytime operations.

The historic nature of the building also created limitations around both rigging and floor loading. Every technical element had to be carefully considered in relation to the venue, requiring detailed planning and structural calculations before installation could begin.

Working closely with the project’s fabricators and production partners, CT developed a delivery approach that maximised the available installation time while respecting the architectural and operational requirements of the venue.

Delivering a technically ambitious automotive launch within a working museum required more than selecting the right equipment.

The project demanded detailed coordination between technical teams, fabricators and venue stakeholders, with installation sequences carefully planned around the restricted working hours and physical limitations of the space.

Structural calculations formed an important part of CT’s value-added engineering support, ensuring that the LED structures, kinetic elements and associated technical infrastructure could be delivered safely within the limitations of the venue.

Through careful preparation and close collaboration, the team was able to complete the installation within the short production window while maintaining the visual impact envisioned for the launch.

Across three days, the completed environment provided Ferrari with a powerful platform to introduce the Luce to invited guests and media from across the region.

The combination of flexible LED, carefully controlled lighting, dynamic content and the kinetic unveiling system created a reveal that complemented both the architecture of the Power Station of Art and the design language of Ferrari’s newest vehicle.

The event concluded with an extremely positive response from both the client and guests, with strong interest in the new model and numerous pre-orders placed following its Asian debut.

Premium automotive launches require technology to become part of the story rather than simply part of the production.

For the Ferrari Luce Asia Launch, Creative Technology combined technical engineering, immersive LED, media server technology, kinetic systems and detailed production planning to transform a challenging heritage venue into an environment worthy of a significant new chapter for Ferrari.

Fully delivered by CT China, the project demonstrates Creative Technology’s ability to execute complex, high-profile brand experiences across the APAC region – bringing together creative ambition and technical precision to deliver unforgettable moments.