Former Apple designer Jony Ive also designs expensive items for Ferrari

LoveFrom, the design firm headed by Jony Ive and Marc Newson, has entered into a creative partnership with Ferrari and Ferrari’s holding company Exor to design projects believed to be automotive-related and explore ‘the luxury business’ (via Bloomberg). The production of LoveFrom has remained somewhat unknown since I left Apple to set up the design company in 2019, and Ferrari marks only the second high-profile partnership for the company after a separate deal with Airbnb in the year. last.

Details on what LoveFrom actually does for the luxury car maker or Exor are slim. “The first expression of this new partnership will bring together Ferrari’s legendary performance and excellence with the unparalleled experience and creativity of LoveFrom that have defined extraordinary products that change the world,” writes Exor, without explaining what the companies will do. together.

The Financial Time reports that this partnership includes contributions to Ferrari’s first electric car, which the company plans to introduce in 2025. Ferrari also has a connection with a current Apple executive at Eddy Cue; Apple’s senior vice president of services sits on Ferrari’s board of directors.

Jony Ive and Marc Newson both have well-researched opinions about modern cars – they’re “tasteless” and “bottomless” – so it would be fascinating to see what they would do with an electric prancing horse. But it seems just as possible that LoveFrom would create a five-figure jacket or purse instead. As with Airbnb, the only thing that can be guaranteed is a weight swap. Ferrari and Exor are paying, at least in part, to tie their marks to the good taste of design for which Ive and Newson are known. It may be worth more than connecting them to a specific project.

What is more certain is that it helps raise the profile of the duo’s design firm which, until now, remained even more ethereal than Ive’s hardware designs for Apple. The company and its work are so hard to grasp that the first result of a Google search for “LoveFrom” is a fan site.