LONDON — Ferrari Style, the fashion and lifestyle offering from the Italian luxury car manufacturer, is set to unveil its supersized flagship store on London’s Old Bond Street next month.
Sitting at the corner of Piccadilly and the historic luxury shopping street, the multifloor space spans 9,150 square feet within a Queen Anne-style building. The store is the collaborative result between Rocco Iannone, Ferrari Style’s creative director, Berlin-based architecture firm Gonzalez Haase AAS and Milan design studio Formafantasma.
Beyond a retail environment, the flagship is meant to also serve as a workshop of ideas, while reflecting the same ethos that defines Ferrari’s design and engineering in car making, the brand said.
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“With the London flagship, we wanted to create a point of connection between Ferrari’s heritage and its forward-looking vision,” said Iannone, who was in London last December attending the Fashion Awards alongside Raye, Dina Asher-Smith, Jessica Alexander and William Bracewell.
“Every material and detail has been chosen to express the evolving language of Ferrari Style. London offers the perfect stage for this dialogue,” he added.
The building’s original Portland stone facade was retained, while the interior has been updated with contemporary codes, with concrete flooring, aluminum and glass vitrines, and stainless steel perimeter wrapping the space. The brand’s signature color, Rosso Ferrari, can be found across the space as well.
The store will carry a full range of Ferrari Style’s women’s and men’s ready-to-wear and accessories. It also will offer a made-to-order service with the Tailor Made Atelier on the first floor.
On the basement level, there is a private chamber called Caveau. It’s dedicated to rare Ferrari components and collectibles sourced from Maranello, home of the Ferrari automobile factory and the Scuderia Ferrari Formula 1 team.
Carla Liuni, chief brand officer at Ferrari Lifestyle, said the London brick-and-mortar launch will mark a new chapter in Ferrari’s dialogue with London, which she called “one of the world’s most influential cultural capitals.”
“This opening reinforces Ferrari’s evolution as a lifestyle brand, translating our values through architecture, materials and experience,” she added.
London has also served as the source of inspiration for the brand’s pre-fall 2026 collection. Iannone said images of “British royalty and music royalty” filled his mood board, from Princess Diana and a young Queen Elizabeth to David Bowie, Jamiroquai and John Lennon, as well as Twiggy in 1967.
Ferrari Style was first revealed in 2019 as the company looked to shift from its previous merchandising approach to one that speaks of design, fashion and lifestyle, and reflects the brand’s luxury positioning. The first Ferrari Style collection designed by Iannone was released in June 2021.
Since then the brand has shown during Milan Fashion Week and has released a buzzy collaboration with F1 driver Charles Leclerc.
