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rampstyle #37

Frank Rocholl: Please Do Not Lean on the Car!

While working on his book about Ferrari, creative director Frank Rocholl noticed something curious: people treat Ferraris differently from other cars.

Which worked out nicely, since he wanted to showcase them in a fresh way anyway.

© Lance Skundrich
© Lance Skundrich
  • Interview
    Jeremy Rem
  • Curation / Book Concept
    Frank Rocholl
Mr. Rocholl, how would you introduce yourself to someone you’re meeting for the first time? 

As a book and magazine creator, with a focus on cars, pop culture and luxury. I also work as a creative director on branding projects – mostly redefining brands from the ground up. 

How did the idea for the book come about? 

From a personal desire to create a very different kind of Ferrari book.

© Susan Buth
© Susan Buth
“Ferraris are seen as untouchable, fragile icons. A rare species. I noticed it myself during a shoot. You don’t just lean against a Ferrari.”
Frank Rocholl
What did you want to do differently?

I envisioned a concept where the cars are in use, in motion, out in the world – dusty even. A kind of Ferrari hedonism book. Something I had never seen before. 

Was it easy to source the imagery for the book?

It was tough. Very few photographers have access to these cars, mostly guys who work for auction houses. Unlike Porsches, which are driven by many creatives, most Ferraris are hidden under covers in garages – too precious to be driven. There’s no customizing scene either. They’re seen as untouchable, fragile icons. A rare species. I noticed it myself during a shoot. You don’t just lean against a Ferrari. You hesitate, wondering if you might scratch it.

© Alan Chan
© Alan Chan
© Tomek Sarna
© Tomek Sarna
© Jonathan Zaoui
© Jonathan Zaoui
“Technical specs? Every technical detail has already been explored to death elsewhere.”
Frank Rocholl
What was the biggest challenge in making this book? 

Motivating myself to truly view the topic through my own lens – shaking off the reverence for it. Ferrari books and the whole scene of TV specials are a genre in themselves. So many experts. It can become overwhelming. But after the first round of layouts, it was clear that the book had developed a life of its own. More like a Ferrari stream of consciousness. There are no technical specs in the book. 

Was that intentional? 

Yes, absolutely. Every technical detail has already been explored to death elsewhere. Being a designer, my connection to Ferrari is very sculptural and aesthetical. 

What was your first personal encounter with a Ferrari? 

As a kid I had (...)

→ Read the entire interview in the new rampstyle #37 ”Wipe Out“.

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rampstyle #37
Wipe Out
Frank Rocholl: Please Do Not Lean on the Car!

rampstyle #37
Wipe Out

In surf lingo, a wipeout is the moment you’re thrown by the wave – when you’re tossed from your board, the water crashes over you. But actually: great! Because, as usual, we’re choosing to interpret the whole thing as a positive experience. No big deal. No ride without risk. Wiping out doesn’t mean you’ve failed; it’s an entirely natural part of the process. We even learn something – and things come into sharper focus. Applied to creativity, entrepreneurship, design culture, the wipeout is the equally natural and necessary risk of daring.

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