Jony Ive, former Apple design chief, left Apple in 2019 to establish his own design firm called “LoveFrom” with fellow designer Marc Newson. At the time, Apple said that it would become a client of LoveFrom but we don’t know what products released between now and then have had Ive’s imprints on them. Details about LoveForm and its business are extremely limited except for the multi-year Airbnb partnership that was announced last year.
But, today in an unexpected manner, some more light gets shed on LoveForm and it’s in the form of another multi-year partnership. Ferrari (yes, the car company) and its parent group Exor have announced a new multi-year partnership with LoveForm that would allow Ferrari to explore new design avenues and embark on a journey dedicated to craft. Here’s what Ferrari had to say about the the partnership:
The first expression of this new partnership will bring together Ferrari’s legendary performance and excellence with LoveFrom’s unrivalled experience and creativity that has defined extraordinary world changing products. Beyond the collaboration with Ferrari, LoveFrom will explore a range of creative projects with Exor in the business of luxury.[…]
In building great companies, we also believe in building great partnerships. Soon after LoveFrom was founded we began to talk with Jony and Marc about opportunities to combine their world-renowned creativity with ours, in complementary and incremental ways. Ferrari represents a first, exciting chance to do great things together as we build our future. I’m also delighted that Jony is joining our Partners Council where we look forward to benefitting from his uniquely valuable perspectives.
Apart from learning that LoveForm and Ferrari are forming a new partnership, no details regarding this have been disclosed yet. It’s likely that we won’t hear much, if at all, about this partnership as we didn’t hear much about LoveForm’s previous partnership with Airbnb.
One interesting thing to note here is that LoveForm is very much the brainchild of Apple as Jony Ive, arguably the most notable Apple figurehead after Steve Jobs, and at least 4 other high-level Apple employees that were part of Ive’s design group at Apple have left the company to come work for LoveForm. This can be an indication of which artistic direction the design firm may be headed.