Wynn Magazine - Las Vegas
Issue link: http://digital.greengale.com/i/49393
G HY The Ascari Era 1947-1965 A rare collection of offi cial postcards illustrates Enzo Ferrari's comments on his drivers from the early days, including the likes of Ascari, Fangio, Hawthorn and Hill... C HGY C ESSENTIAL WYNN Steve Wynn signs the cover of the number 1 edition of the Offi cial Ferrari Opus which will be auctioned for charity; historical images from the book. Felipe Massa and Fernando Alonso launch the Offi cial Ferrari Opus in London. Opus honors Ferrari's legacy. BY GABRIEL COHEN An ultra-luxe new book from RED HOT I 130 WYNN n 61 years of Formula 1 World Championships, Ferrari has led the pack. It seems fitting, then, that the automaker is the subject of what is being marketed as The Most Exclusive Book in the World. The venerable northern Italian company has paired up with Kraken Opus, a London-based publisher of luxury limited-edition books, to commemorate its history in The Official Ferrari Opus. The 852-page book is 20 inches square, weighs 82 pounds, and is bound in clas- sic Ferrari red. Four editions range from the Classic, which retails for $4,200 and is signed by Formula 1 drivers, to the Diamante, which fea- tures a cover decorated with diamonds in the shape of the company's logo, a prancing horse. Only 30 copies of the latter are available, with only one to be sold in any one country. Even though they retail for $275,000, Ferrari enthusiasts in the US, not to mention the UK, United Arab Emirates, Czech Republic, and Belgium, may be disappointed to learn that their countries' allot- ments have already been snapped up. Other brands and stars that have received the Opus treatment include Michael Jackson, Major League Baseball, Andrea Bocelli, and Vivienne Westwood. This club is not an easy one to join. "You have to take a hard look and see if they have an iconic body of work and a huge fan base," says Mark Skelly, president of Opus Media Group Americas. He notes that much of the publisher's business is generated informally, when one mover and shaker admires another's deluxe tribute. Such was the case when Hugh Hefner recently pored over the Ferrari book; the company is now negotiating a Playboy Opus. The Ferrari tome was the result of a recommendation to Ferrari chairman Luca di Montezemolo by Bernie Ecclestone, founder of Formula 1 racing, subject of another Opus. In the US, the Classic edition is only available at one physical location— Ferrari's gleaming store at Wynn Las Vegas. "We sell everything from mugs to watches to leather jackets," notes the store's buyer, Cindy Bonilla, "but nothing else that delicate." Customers who want to view the book are assisted by a store manager, who will turn the pages for them in white Ferrari gloves. Viewers may be inspired to visit the Penske-Wynn Ferrari dealership next door and drive off with the subject of one of the book's 2,000 "individually varnished" photos. Retailing a book for thousands of dollars might seem a risky venture, but Hedy Woodrow, vice president of retail for Wynn and Encore, says that with this auto company's avid customer base, "Price resistance is not an issue. A lot of enthusiasts have 'red rooms' dedicated to Ferrari collect- ibles." One recently bought a whole engine from the store for display in his home. (At $62,000, it made the Classic Opus seem like an impulse buy.) Skelly notes that Opus plans to sell a smaller $300 version of the Ferrari book in 2012, but fans with less disposable cash won't have to wait that long: A shorter version of the book is now available as an iPad or iPhone app for less than $10 (diamonds not included). â–