Luxury automotive and lifestyle brand Ferrari has opened a new flagship store on Old Bond Street in London. The launch marks a key step in the brand’s continued expansion in the UK, as it strengthens its presence in the luxury retail market.
To celebrate, Ferrari hosted an opening event attended by international celebrities, brand partners and members of the British press.
Celebrity Guest List
The event brought together a mix of figures from fashion, music and sport. Lewis Hamilton attended in a custom Ferrari look designed by Creative Director Rocco Iannone, highlighting the brand’s growing focus on fashion.
Meanwhile, Georgia May Jagger opted for a more understated look, while Ed Westwick and Amy Jackson added to the evening’s formal tone.
Photo by Dave Benett
Other guests included Swizz Beatz, Eve, Maximillion Cooper, Leigh-Anne Pinnock, Kojey Radical and Eva Apio. In addition, attendees such as Tinie Tempah and Lancey Foux reflected the brand’s connection to contemporary culture.
Store Design and Concept
Ferrari Creative Director Rocco Iannone led the store’s design in collaboration with Gonzalez Haase AAS and Formafantasma.
The concept draws inspiration from the “Officina”, Ferrari’s original workshop. However, the team reinterprets this idea through a modern lens. As a result, the space combines industrial references with refined materials and contemporary architecture.
In particular, the design focuses on precision, research and craftsmanship. At the same time, it creates an immersive retail environment that reflects Ferrari’s broader creative direction.
Expanding Ferrari’s Retail Vision
With this opening, Ferrari continues to develop its position beyond automotive. The brand increasingly operates at the intersection of luxury fashion, design and culture.
Therefore, the Old Bond Street flagship plays a key role in this strategy. It offers a physical space where customers can engage with Ferrari’s evolving identity, extending the brand experience beyond the car.