Jony Ive's LoveFrom Portfolio, 2019-2026

When Ferrari rolled the Luce under Santiago Calatrava’s Vela dome in Rome on 25 May 2026 — five seats, four rear-hinged doors, 1,050 horsepower, 0–100 km/h in 2.5 seconds, €550,000 — the jony ive lovefrom portfolio finally had its supercar. The Luce is the seventh year of LoveFrom, the San Francisco studio Jony Ive and Marc Newson opened in June 2019, and it is the clearest answer yet to a question the design press has been circling since Ive walked out of Apple Park: what does a post-Apple Ive practice actually build, and for whom.

The short answer is a portfolio that runs from the iPhone-maker’s last great industrial designer to King Charles III’s sustainability seal, from a Comic Relief red nose to a $6.5 billion AI hardware deal with OpenAI, and now to Maranello’s first electric car. The longer answer needs a chronology.

LoveFrom, San Francisco, June 2019

Ive announced his departure from Apple in late June 2019, ending a 27-year tenure that closed officially on 27 June. LoveFrom was incorporated in San Francisco the same month, with Newson — the Australian-born designer of the Lockheed Lounge (1988–90), the Ford 021C concept (1999) and the Qantas A380 cabin (2009) — named founding partner. Apple was the first client and, per the original arrangement, the largest, on a contract that ran until July 2022.

The studio name was borrowed, Ive has said in subsequent interviews, from a Steve Jobs line. The legal structure was a creative collective rather than a conventional consultancy. The headcount has stayed small — fewer than thirty by most reckonings — and the work has been deliberately slow.

Ive was born in 1967 in Chingford, east London, knighted KBE in 2012, and has served as Chancellor of the Royal College of Art since 2017. Newson, born 1963 in Sydney, was already among the most collected industrial designers of the postwar period when LoveFrom opened. The two had worked together informally since the early 2000s and formally on the (RED) auction at Sotheby’s in 2013; LoveFrom was the institutional version of that partnership.

Apple, 2019–July 2022

The Apple contract is the part of the jony ive lovefrom story that is least documented in public, by design. Apple announced the engagement on 27 June 2019 and ended it in July 2022. Neither party has detailed the scope. What is known is that the contract was the bridge that let LoveFrom open with a guaranteed anchor client while Ive built out the studio, and that its conclusion in 2022 coincided with the visible expansion of the LoveFrom client list — a sequence that suggests the firm was deliberately staged to graduate from Apple dependency on a fixed timetable.

By the time the Apple relationship ended, LoveFrom had already taken on Airbnb, the Terra Carta Seal, Moncler and Ferrari. The graduation, in other words, had been planned for at least two years before it happened.

Airbnb, October 2020

Airbnb was the first major non-Apple client to be announced. Brian Chesky disclosed the multi-year engagement in October 2020, weeks before Airbnb’s December IPO. The framing was less identity work than product collaboration: Ive and Newson would help shape Airbnb’s services and the next generation of its product. The identity engagement has since informed the staged rollout of Airbnb’s expanded services platform across 2024 and 2025.

The Airbnb deal also set the LoveFrom template — long-horizon, equity-flavoured, exclusive in category — that subsequent clients accepted as the cost of working with the studio.

Terra Carta Seal, 2021

The Terra Carta Seal was unveiled in January 2021 for what was then the Prince of Wales’s Sustainable Markets Initiative. King Charles III had commissioned LoveFrom to design a recognition mark for companies meeting the Terra Carta’s sustainability commitments. Ive’s design — a circular emblem built from a sun, a tree, the four classical elements and a Latin inscription — was deliberately heraldic, not start-up minimal, and remains in active use across the Sustainable Markets Initiative’s signatories.

It was also LoveFrom’s first piece of work for a non-commercial client and the one that signalled, more than any other, the studio’s intent to operate outside the technology-product orbit Ive had inhabited for three decades.

Moncler, 2021

Remo Ruffini announced the Moncler partnership in 2021 as a multi-year creative collaboration spanning product, store and brand. Moncler was a structurally similar deal to Airbnb — long horizon, broad scope, equity in spirit if not always on paper — and it placed LoveFrom inside a luxury house at a moment when the soft-luxury sector was beginning the consolidation that has since produced the Kering portfolio refresh and the wider designer-as-equity-holder pattern.

The Moncler work has surfaced slowly. Product collaborations have been intermittent rather than seasonal, consistent with LoveFrom’s stated cadence.

Ferrari, announced 2021

The Ferrari engagement was announced jointly with Exor, the Agnelli holding company that controls Ferrari, in 2021. The mandate was open: design for Ferrari and for Exor’s broader portfolio. It is the announcement that, five years on, has produced the Luce.

The first visible Ferrari output was not a car but the studio relationship itself. LoveFrom embedded with Ferrari’s Centro Stile in Maranello on a rolling basis, with Newson taking design lead on the electric programme that would become the Luce while Ive concentrated on a parallel set of brand projects whose details remain unannounced.

The 2023 trio: Make Something Wonderful, Linn Sondek, Red Nose Day

2023 was the first year LoveFrom released a cluster of finished objects rather than long-horizon engagements. Three projects, all small in scale, all delivered within twelve months.

The Steve Jobs Archive book, Make Something Wonderful, was edited by Leslie Berlin and designed by LoveFrom for Laurene Powell Jobs’s archive. It collected Jobs’s emails, speeches and interviews in a free digital edition and a limited physical printing. The typography, paper specification and cover treatment were Ive’s most public type-design work since the original San Francisco system font.

The Linn Sondek LP12 fiftieth-anniversary turntable was a limited edition for the Glasgow audio manufacturer, redesigned by LoveFrom in a small, numbered run. The collaboration was the first LoveFrom product released through an existing manufacturing partner with the LoveFrom mark on it.

The Red Nose Day commission, for Comic Relief, replaced the foam red nose with a folding moulded design that could be flat-packed and reused. It was charitable, low-cost and widely distributed — and it functioned as the public-facing counterweight to the Linn collector’s piece.

io and OpenAI, 2024–2025

io was the LoveFrom-adjacent AI hardware company Ive co-founded in 2024, originally with a $1 billion-class funding round from a consortium that included Laurene Powell Jobs and SoftBank. The io device programme was framed as a screenless companion product designed for conversational AI.

OpenAI acquired io in May 2025 for approximately $6.5 billion in an all-stock deal, the largest acquisition in OpenAI’s history at the time of announcement and the single largest financial event in Ive’s career outside of his Apple compensation. The acquisition kept Ive and LoveFrom in their independent advisory role; io was folded into OpenAI’s hardware effort with Ive as the design lead on a multi-year programme.

The io deal also re-anchored LoveFrom inside the technology industry on Ive’s own terms — equity-led, product-led, with a single very large client rather than a panel of smaller ones.

Christie’s rostrum, 5 March 2026

Christie’s debuted the LoveFrom-designed oak rostrum on 5 March 2026, in time for the auction house’s 260th anniversary. The rostrum was crafted by Benchmark, the Berkshire furniture workshop King Charles co-founded in 1984, from the same French oak the firm had used to help restore the spire of Notre-Dame after the 2019 fire.

The rostrum is plain, hand-jointed, dovetailed and deliberately ceremonial. It is the first piece of LoveFrom-designed furniture in a global auction room and a tidy précis of the studio’s late-period taste: heritage materials, named workshops, slow timelines, no screen.

Ferrari Luce, Rome 25 May 2026

The Luce was unveiled in Rome on 25 May 2026, under Calatrava’s Vela dome at the Convention Centre in EUR. Ferrari’s first fully electric car: five seats, four rear-hinged coach doors, 1,050 horsepower across four motors, 0–100 km/h in 2.5 seconds, top speed governed for road use. Starting price in Italy €550,000. First deliveries October 2026, with the order book opened the morning of the launch.

Newson led the design with Ferrari’s Jeremy Bataillou, Christopher Wilson and test driver Raffaele de Simone. The exterior reads as a long, low GT with the cab pushed forward and the rear glasshouse drawn into a single uninterrupted curve. The interior is the deliberate provocation: anodised aluminium switches, a glass console with an e-ink key, no central touchscreen, no instrument-binnacle screen.

The choice of the EUR site, of Calatrava’s dome, of Rome rather than Maranello, was diplomatic. The Luce is the first Ferrari designed substantially outside Centro Stile, and the staging acknowledged it.

LoveFrom portfolio, 2019–2026

What the jony ive lovefrom shape actually is

Read across the seven years, the jony ive lovefrom portfolio resolves into three concentric rings. The inner ring is industrial design at the highest possible price point — Apple, the Linn LP12, the Luce — work whose unit economics only function at hundreds of thousands of dollars or hundreds of millions of units. The middle ring is identity for institutions that already have weight: the Terra Carta Seal, Christie’s, Moncler, Airbnb. The outer ring is charitable or archival: the Steve Jobs Archive, Red Nose Day.

The OpenAI deal is the exception that proves the structure. By taking equity-class compensation through io rather than a consultancy fee, Ive aligned the studio’s largest single relationship with the inner ring’s economics — Apple-scale, but on stock rather than salary — without rebuilding LoveFrom into an Apple-scale operation. The studio stays small. The deal does the work.

The Luce sits at the intersection of all three rings. It is industrial design at the top of the market; it is identity, because every Ferrari is an identity object; and through Exor’s involvement, it is also a long-horizon institutional engagement of the same kind as Moncler and Airbnb. It is the first LoveFrom project that exercises the full vocabulary of the studio in a single object.

That the Luce arrived in Rome under a Calatrava dome, priced at €550,000 with 1,050 horsepower and rear-hinged doors, is the kind of statement Maranello does not make casually. Seven years after a San Francisco studio opened with a single anchor client, the LoveFrom portfolio is now broad enough — and concentrated enough in the right places — that the next decade of Ive’s practice is best read not as a sequel to Apple but as a distinct, slower, more diversified second career whose shape the Luce has finally made legible.