LoveFrom, the design company headed by JonyIve and Marc Newson has entered into a creative alliance with Ferrari and Ferraris holding firm Exor in order to design presumably automotive-related products and explore the luxury business (via Bloomberg). Since Ive left Apple in 2019 to create LoveFrom, the output of the design company has been somewhat obscure. This partnership with Ferrari is just the second major one for the company after a separate agreement with Airbnb.
Exor and LoveFrom have very few details about what they are doing for the luxury carmaker. Exor writes that the first expression of this partnership will combine Ferrari's legendary performance and excellence with LoveFroms unrivalled creativity and experience that have created extraordinary products. He doesn't explain what the companies will do together.
No matter what LoveFrom does, it will likely be costly
According to the Financial Times, this partnership includes contributions to Ferrari's first electric car. The company intends to launch it in 2025. Eddy Cue, Apple's senior vice president for services, is also a Ferrari board member.
Jony Ive, Marc Newson both have well-documented opinions on modern cars. They are insipid and at bottom of the trough. It would be interesting to see how they would react to an electric Prancing horse. LoveFrom may make a handbag or jacket with five-figure price. The only thing that is certain, like Airbnb, is an exchange in clout. Exor and Ferrari are paying, at least partially, to be associated with the high-quality design taste of Newson and Ive. Perhaps that's more valuable than connecting them with one project.
It is also certain that it raises the profile of duos' design company, which has remained more mysterious than Ives' Apple hardware designs. It is so difficult to understand the company and its work that LoveFrom was found as a first result on a Google search.
