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Ferrari Style has opened a new flagship store in London, strengthening the brand’s long-standing connection with the United Kingdom. The store sits on the corner of Old Bond Street and Piccadilly, placing Ferrari at the centre of one of London’s most prestigious luxury shopping districts.
The opening marks an important step in Ferrari’s expanding lifestyle offering. London continues to attract global fashion, culture and luxury brands, and Ferrari Style now joins the city’s influential retail landscape.
The new store spans around 850 square metres. Ferrari Style Creative Director Rocco Iannone developed the concept together with Berlin-based architecture studio Gonzalez Haase AAS and Milan design studio Formafantasma. Together, they drew inspiration from the “Officina”, the creative workshop at the heart of the Ferrari universe where design, engineering and craftsmanship meet.
Rather than creating a traditional retail environment, the team designed the space as a workshop of ideas. As a result, the store brings together precision, experimentation and craftsmanship while reflecting the same principles that define Ferrari design and engineering.
Historic Architecture Meets Contemporary Design
The flagship occupies a Queen Anne-style building originally constructed in 1905. Importantly, the design preserves the historic Portland stone façade, allowing the building’s heritage to remain visible from the street.
Inside, however, the atmosphere shifts to a contemporary industrial aesthetic. Hand-brushed stainless steel wraps the interior walls, while concrete flooring introduces a raw, utilitarian tone. Meanwhile, aluminium and glass display vitrines reference Ferrari’s engineering workshops and highlight the brand’s technical precision.
Ferrari’s signature red accents appear throughout the space. At the same time, floor-to-ceiling windows create a gallery-like ground floor that invites passers-by to engage with the store.
Ferrari Style Collections and Tailor Made Atelier
Across several levels, the flagship presents Ferrari Style’s men’s and women’s ready-to-wear collections alongside accessories and collectibles.
In the basement, the store introduces the Caveau. This private space showcases rare Ferrari components and exclusive collectibles sourced directly from Maranello.
Upstairs, visitors will find the women’s ready-to-wear collection as well as the Tailor Made Atelier. Here, clients can commission made-to-order garments in a dedicated design space. A large circular table anchors the room, while floor-to-ceiling leather curtains create an intimate setting that emphasises craftsmanship, materials and personal expression.
Strengthening Ferrari’s Lifestyle Vision
Rocco Iannone, Creative Director of Ferrari Style, says the London flagship creates a dialogue between Ferrari’s heritage and its future direction.
“With the London flagship, we wanted to create a point of connection between Ferrari’s heritage and its forward-looking vision. Every material and detail expresses the evolving language of Ferrari Style, and London offers the perfect stage for this dialogue.”
Meanwhile, Carla Liuni, Chief Brand Officer at Ferrari Lifestyle, highlights the importance of London as a global cultural hub.
“London is one of the world’s most influential cultural capitals. Therefore, this opening reinforces Ferrari’s evolution as a lifestyle brand, translating our values through architecture, materials and experience.”
Ultimately, the Ferrari Style London flagship represents more than a retail launch. Instead, it highlights Ferrari’s long-standing relationship with the UK, connecting the heritage of Silverstone with the luxury streets of Mayfair.
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