Ferrari has turned a Mallorca beach club into Casa Ferrari for a week
The prancing horse trades the racetrack for the beach
For a week this summer, one of Mallorca's beach clubs belongs to Ferrari. The brand has taken over the UM Beach Club for Casa Ferrari, an immersive experience that runs from 23 to 28 July and puts its cars, its cooking and its image all in one place. It is a long way from Maranello, and that is entirely the point.
What Casa Ferrari offers
The centrepiece is the car. Guests can see the new Ferrari Amalfi and the Amalfi Spider up close, and take exclusive test drives in the Amalfi along scenic coastal and panoramic routes on the island. Around that sit a curated display of Ferrari models, culinary experiences pairing Mallorcan flavours with Italian sophistication, and conversations within a small circle of Ferrari enthusiasts. Casa Ferrari is open daily from 9:00 to 18:00, framed as a place for style, passion and the art of driving.
The wider lifestyle push
This is not a one-off. Casa Ferrari fits a deliberate strategy to extend the brand well beyond the car, into high-margin lifestyle categories. Ferrari already has fashion collections, a restaurant concept in Maranello that earned a Michelin star in 2024, and, more recently, a co-branded limited-edition laptop with HP. A beach-club takeover with a gelato cart and cocktail masterclasses is simply the next expression of the same idea: sell the world around the car, not only the car.
Why every luxury brand is doing this
Ferrari is riding a broader shift. Luxury buyers increasingly value experiences over ownership, a trend most pronounced among younger high-net-worth customers, with research from McKinsey suggesting more than 70 percent of luxury consumers now prioritise experiences. LVMH, Dior and Jacquemus have all staged destination activations in the past couple of years, using temporary physical spaces to build cultural relevance and social-media reach. A Ferrari beach club in Mallorca is the automotive version of exactly that playbook.
AutoNext Take
It would be easy to be cynical about a supercar brand running a wellness session and a gelato cart, but this is genuinely clever, and it is a big part of why Ferrari is the most profitable name in the industry. Ferrari understands that it sells desire, and desire does not stop at the showroom door. Getting a potential buyer into an Amalfi on a Mallorcan coast road, then feeding them, is worth more than any brochure, and the halo of exclusivity around all of it protects the brand rather than diluting it. The only risk is overreach, because the moment Ferrari feels ordinary, the whole thing stops working. For now, a week-long beach club that most people will only ever see on a screen is precisely the kind of scarcity Ferrari has always sold, just poured over a cocktail.
