photo: Adriana Napolitano


Simone Ferrari is a Director and Creative Director whose work focuses on the interplay between theatre, new technologies, video, and set design.

Since 2018, he has joined forces with Lulu Helbaek to form "LuSi," a collective endeavor that produces a wide range of projects such as Cirque du Soleil shows, Olympic Ceremonies, Theatrical performances, Fashion Shows, TV Shows, Immersive Experiences, and Musicals.
They have gained a reputation for exploring innovative forms of storytelling with a blend of elegance and energy.

His work as Creative and Show Director on X Factor has been praised by the press as the work that "elevated Show standards in Italy." Simone’s ability to mix different performance languages has been a unique addition to the Italian scene, earning unprecedented public and critical acclaim.
He has curated performances for international acts such as Måneskin at the MTV EMAs, Robbie Williams, Sting, Muse, Rita Ora, Ultimo, Marco Mengoni, Mamhood, ThaSupreme, Elodie, Marracash and many more.

In September 2022, Simone & Lulu Helbaek wrote and directed the new Cirque du Soleil show “Sarwat Watan”, the show artfully blends theatrical language and nuveau cirque, and it was watched by millions in a live television event.
Their new creation for the Cirque du Soleil is currently under development.

In 2021, they directed "Paradiso XXXIII”, a show that transcends all forms of theatrical performance, featuring Elio Germano and music composed by Teho Teardo, commissioned by the Presidency of the Italian Republic, and touring in Italy's most prestigious theaters since its premiere.
They also written and directed “Alice!", a nuveau cirque production that premiered in Milan in December 2021, selling a record 45,000 tickets in three months.

In 2019, Lulu and Simone were selected by Cirque du Soleil to create and direct their first permanent show in Europe, at the Potsdamer Platz Theatre in Berlin.

Simone Ferrari directed the closing ceremony of the Aimag Games in September 2017 at the age of 29, becoming the youngest director in the world to write and direct an Olympic show: 'Wondrous Wind,' commissioned by the Asian Olympic Committee and produced by Balich Wonder Studio.

Simone held the position of Director of the Creative Department and Creative Director at Balich Wonder Studio, where he worked on several projects, from Olympic ceremonies to permanent Theatre shows, leading the creative team for a multitude of memorable and remarkable shows and productions. He has also worked on the Olympic ceremonies of Sochi 2014 and other shows worldwide as member of the creative team.


Billboard Magazine

Behind the spectacular Opening of XF13

Rolling Stone

Behind the scenes with Simone Ferrari

GQ Magazine

Interview with Simone Ferrari

Corriere Della Sera

Il nuovo direttore artistico Simone Ferrari: «Cambierò X Factor»

Wired Italy

The youngest Olympic Ceremony Director is Italian

Design Wanted

Interview: Building Memories Before They Take Place

Inside The Games

Simone Ferrari Promises spectacular send-off.


Interview on Rai

Simone Ferrari guest on RAI world, talks about his projects. 

Innovation Garden

L'arte di meravigliare il mondo. 

Millenium Bug Podcast

Guest of the Podcast "Millenium Bug"from Caffè Design, the n.1 Italian podcast about Design. 


Cosa muove la Bellezza (What moves Beauty?)