Five years after its launch, Ferrari Style has opened a flagship store in London. At the intersection of Old Bond Street and Piccadilly, this cool new kid on the block is located within the capital’s most prestigious shopping district. Though novel, it has immediately commanded credibility, situating itself within a Queen Anne building dating to 1905. The 850 square metre space preserves its original Portland stone exterior while introducing an entirely contemporary interior language. Think: hand-brushed stainless steel, concrete floors, aluminium and glass vitrines. The tension is, of course, deliberate; it is the Officina — Ferrari’s creative and conceptual heartland at Maranello, Italy — reconceived for one of the world’s most discerning retail addresses.
“Every material and detail has been chosen to express the evolving language of Ferrari Style. London offers the perfect stage for this dialogue.”
— Rocco Iannone, Creative Director
Conceived by Creative Director Rocco Iannone in collaboration with Berlin architecture practice Gonzalez Haase AAS and Milan design studio Formafantasma, the store unfolds across multiple levels. The basement Caveau houses rare Ferrari components and collectibles sourced directly from Maranello. The upper floor is home to women’s ready-to-wear and the Tailor Made Atelier: a made-to-order space centred around a circular table and enclosed by floor-to-ceiling leather curtains, where craft and personal expression are championed in alignment with Ferrari’s branding.
Though staunchly Italian by nature, the marque’s relationship with the United Kingdom is its most enduring. From Silverstone to, now, the streets of Mayfair, the connection has always been one of mutual recognition. This launch embodies two traditions that understand rigour, precision and the importance of getting things right. The flagship, then, does not announce that relationship so much as deepen it.
Visit the London flagship store at 45 Old Bond Street, London W1S 4QT
- WriterScarlett Coughlan
- Image CreditsPURPLE
