This weekend in Manhattan is not for strolling Central Park, doing laundry, or any of the normal activities tourists and New Yorkers enjoy. It’s about spotting and lusting after 28 Ferraris scattered across the city.
It’s like a Pokémon GO challenge, only different. Ferrari wants you to visit four places in Manhattan, tag photos of its cars on social media, and learn something about its 70-year history as the company’s anniversary celebrations wind down. Up for grabs is 70th-anniversary swag like hats and shirts. Better stuff, such as paddock access at the Montreal Grand Prix and test drives for mere cashless mortals, also will be awarded. No purchase of a 2017 488GTB is necessary to win, although you’ll find one parked in front of the Hublot watch store on Fifth Avenue, should you change your mind.
Midtown is the place to find them. Aside from the Hublot store, swing by the Ferrari dealership, gawk at Michael Schumacher’s 2001 Formula 1 race car in Rockefeller Center, and take the elevator 10 stories up to the top of auction house RM Sotheby’s, where a 1964 250LM worth nearly $20 million awaits.
In the Park Avenue showroom, you’ll find a yellow 812 Superfast—a model that not even the most favored Ferrari collector has taken delivery of. From the 1949 166 Mille Miglia to the 2017 LaFerrari Aperta, if it’s rare and ultravaluable, Ferrari has it out on display. Now go hunt, and remember to look up from your phone screen. There’s a high danger this weekend of walking straight into a parked Ferrari.