From Silverstone to the streets of London.
Ferrari Style has announced the opening of its flagship store in London – the capital of culture and contemporary luxury. Located at the intersection between Old Bond Street and Piccadilly, the store unveils a new chapter in the brand’s relationship with the United Kingdom. Rocco and his team picked a location that offered a balance between heritage and innovative modernity. He stated that “London offers the perfect stage for this dialogue.”
In a collaboration with a Berlin-based architectural firm (Gonzalez Haase ASS) and a Milanese design studio (Formafantasma), the 850 sq metre space was curated by Ferrari Style’s Creative Director, Rocco Iannone. Inspired by the Officina, the Ferrari garage where their motors are showcased, the space is more than just a retail environment. It is a workshop where Ferrari’s design principles of precision, experimentation, and craftsmanship are upheld.
Housed within a 20th-century Queen Anne-style building, the historic exterior contrasts with the contemporary interior. The stainless steel perimeter envelops the space with a utilitarian, concrete flooring that reflects the technical appreciation of the Ferrari Officina. Alongside the industrial floors and ceilings, splashes of Ferrari’s iconic red accentuate the environment.
Ferrari Style’s women’s and men’s ready-to-wear, accessories, and collectibles are all available across multiple levels. Caveau, a private chamber dedicated to Ferrari components and Maranello collectibles, is located on the basement level. Women’s ready-to-wear and made-to-order creations from the Tailor Made Atelier exist on the upper floor. Centred around a circular table, the Atelier is cocooned by floor-to-ceiling leather curtains expressing Ferrari’s importance to materiality and craft. Rocco emphasised that “every material and detail has been chosen to express the evolving language of Ferrari Style.”
In a fusion of architecture, materiality and storytelling, the flagship stands as a Italian and British cultural statement. Will you be visiting?
PHOTO CREDIT: Courtesy of Ed Reeve for Ferrari.
