The Worlds Biggest Brand Experience - Ferrari World Abu Dhabi

Ferrari World in Abu Dhabi is like Disneyland, but for grown men who like fast cars and a full brand immersion experience. The theme park is now open to the public and although something in my stomach churns when I think how much money they must have spent building it, I have to admit that it looks like Ferrari have discovered how to finally get everyone to immerse themselves in their brand….

The park hosts (apart from having one of the most striking architectural designs I have seen) more than 20 unique rides (including a roller coaster that reaches a speed of 100km/h in less and two seconds) and attractions for 'visitors of all ages and interests" In addition to the rides there is a wide variety of restaurants, unique shopping experiences and dedicated entertainment. 

The aim of Ferrari World Abu Dhabi is undoubtedly to provide visitors with the worlds biggest and most immersed brand experience in the world. From the Ferrari World Abu Dhabiwebsite: "Ferrari World Abu Dhabi will pay tribute to the passion, excellence, performance, and technical innovation that Ferrari has established over the years and represents today. Its iconic sleek red roof is directly inspired by the classic double curve side profile of the Ferrari GT body, spanning 200,000 m² and carrying the largest Ferrari logo ever created." The main attraction however is Formula Rossa - the worlds fastest roller coaster. With a track legend of 2km the roller coaster will reach speeds of up to 240km/h and is designed to give the rider an idea of what it is like to drive a F1 Ferrari - full immersion, or as close as you can get. Check out the making of video to see what I mean. 

So there you go - out of the mouth of Ferrari's chairman "This is more than just a theme park, its the total Ferrari experience" I just wonder why they built it UAE and not in Italy… it might just be me but surly it would make "the total Ferrari experience" more total? Hey that roller coaster still looks fun….