Skyscrapers Inspired by Luxury Cars

Facing hard times, car designer Pininfarina branches out

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By Alessandra Migliaccio and Flavia Rotondi

September 19, 2014 at 12:28 AM UTC

This article is for subscribers only.

This article is part of the September 22, 2014 issue of businessweek.

Skyscrapers Inspired by Luxury Cars — Courtesy Pininfarina

What does the design of São Paulo’s Cyrela tower and a 1970 Ferrari 512S Modulo have in common? Both feature the swerving, aerodynamic silhouettes of Pininfarina, the Italian firm best known for giving shape to iconic sports cars. Renderings of the Brazilian skyscraper unveiled on Sept. 11 show a building that’s all curves, a blend of metal and glass that echoes the look of many of the cars Pininfarina designed for Ferrari, Maserati, Alfa Romeo, and others. The 84-year-old firm stopped large-scale production for its automaker clients and closed its factories three years ago, but it continues to design high-end concept cars. Chairman Paolo Pininfarina says the firm’s “design DNA” is visible across a growing range of projects, from residential apartment towers to pens.