The New Space Reflects The Brand’s Expanding Lifestyle Ambitions Beyond Automotive
Ferrari has opened a new Ferrari Style flagship in London, marking a further step in the Italian company’s expansion into fashion and lifestyle. The store is located at the intersection of Old Bond Street and Piccadilly, placing the brand within one of the city’s key luxury retail corridors.
Spanning 850 square meters, the space was developed under the direction of Ferrari Style Creative Director Rocco Iannone, in collaboration with architecture firm Gonzalez Haase AAS and design studio Formafantasma. The concept draws on the idea of the “Officina,” referencing the workshop environment associated with Ferrari’s engineering heritage.
The store is housed in a Queen Anne–style building dating to 1905, with its original Portland stone façade preserved. Inside, the design shifts to a more industrial and minimal language, combining stainless steel surfaces, concrete flooring, and aluminium and glass display elements. The contrast between the historic exterior and contemporary interior reflects an attempt to position Ferrari within both heritage and modern luxury contexts.
The retail layout is organized across multiple levels, with men’s and women’s ready-to-wear, accessories, and collectibles presented throughout the space. A basement level, referred to as the Caveau, is dedicated to archival components and collectible objects sourced from Ferrari’s Maranello headquarters. The upper floor includes a women’s ready-to-wear area and a Tailor Made Atelier offering customized pieces.
“With the London flagship, we wanted to create a point of connection between Ferrari’s heritage and its forward-looking vision,” said Iannone. “Every material and detail has been chosen to express the evolving language of Ferrari Style.”
The opening reflects Ferrari’s broader push to develop its lifestyle division, extending the brand beyond its automotive core into fashion, design, and experiential retail. London, long a key market for luxury, provides a strategic location as the company continues to build visibility for its fashion offering.
“This opening reinforces Ferrari’s evolution as a lifestyle brand,” said Carla Liuni, Chief Brand Officer at Ferrari Lifestyle.
The London flagship follows earlier retail initiatives as Ferrari continues to position its fashion line within the global luxury landscape, emphasizing design, craftsmanship, and brand heritage as it expands its presence in the sector.
