What happens when a global motorsport icon meets cutting-edge immersive technology?
You get the Ferrari™ Esports Arena — the world’s first Ferrari-branded esports venue — now open at Ferrari World Yas Island, Abu Dhabi. We’re proud to share that ARAM was selected by UK-based creative agency Blacklist Creative to design this one-of-a-kind experience.
But this wasn’t just about building a stylish gaming room. It was about translating the Ferrari racing spirit into a physical, emotionally charged space — and doing it in a way that welcomes everyone, from children to pro-level sim racers.
A Ferrari-first, not just an esports arena
From the start, the brief was bold: create a high-energy esports experience that feels like stepping into a Formula 1 race — without it being a traditional tournament venue. Ferrari World didn’t want grandstands and shout casters; they wanted immersion, emotion, and accessibility.
Our job was to turn this into a space that feels like a Ferrari racing stage: sleek, aspirational, and charged with adrenaline — but also intuitive, inclusive, and family-friendly.
The experience: racing reimagined
Inside the Ferrari Esports Arena, visitors can take on:
- 20 Gran Turismo™ simulators, including:
- 14 for adults
- 6 for children
- 2 fully accessible units for people of determination
- 3 premium F1 simulators that replicate Ferrari’s F1 cockpit
- 9 iconic race tracks (e.g., Yas Marina, Monza, Imola), with a new one added each month
- 10 Ferrari models to choose from, including GT and F1 cars
Every detail was crafted to evoke the rush of motorsport — from the track-shaped LED ceiling sculpture to the black-and-red materials palette, bold lighting sequences, and massive LED walls showing live feeds and racing stats.
Design that serves a purpose
The real success of this project isn’t only in how it looks — though the arena is visually stunning. It lies in how the space supports the core purpose: letting every visitor feel like they’re in the heart of a Ferrari motorsport moment. Whether they’re behind the wheel or watching their friend race, the energy, flow, and layout create an emotional arc of anticipation, action, and reward.
The flow was mapped around casual walk-ins, families, and repeat players. Zones were designed to scale across different player types, without creating physical or emotional barriers. From lighting intensity to content loops and seating design — every decision was made to enhance immersion.
The collaboration: a creative and technical feat
This arena is the result of a deeply collaborative effort. Blacklist Creative entrusted us with full concept development, schematic design, and spatial theming. We worked hand-in-hand with Lightup to sculpt the experience — not just to illuminate, but to shape mood, drama, and progression.
Our prior work with global esports partners — including ESL, PGL, Riot Games, Pokémon, Blast, and HeroEsports — gave us the insight needed to bring high-performance, gamer-grade technology into a public theme park setting. But this project raised the bar: it had to feel premium, intuitive, and unmistakably Ferrari.
A milestone for immersive attractions
With this project, Ferrari World Yas Island adds another unique chapter to its legacy — and takes a central role in the UAE’s Esports Island initiative, which aims to position Yas Island as a leading destination for gaming and immersive entertainment.
For ARAM, the Ferrari Esports Arena is not only a proud addition to our portfolio — it’s also proof that immersive design isn’t about the tech or the theme alone. It’s about aligning brand, audience, and emotion in one coherent space.
Want to learn more about how ARAM designs world-class immersive environments and esports venues?
Visit www.aram.eu or contact us.