Ferrari Roars Into London With a Luxurious, Fashionable Lifestyle Flagship

LONDON — With its hand-brushed chrome steel, concrete and pops of purple leather-based, the brand new Ferrari life-style flagship on the nook of Old Bond Street and Piccadilly captures the rarefied air and excessive power of the long-lasting model that counts hundreds of thousands of followers worldwide, from Formula One motorheads to luxurious automobile house owners to lovers of Italian design.

Housed within the former De Beers London jewellery retailer at 45 Old Bond Street, the brand new flagship spans 9,150 sq. ft over three flooring, with neighbors together with Cartier, Tod’s, Prada and Tiffany & Co. It isn’t the primary house devoted to the Ferrari Lifestyle assortment, however it’s a landmark one, with a devoted atelier for shoppers just like the British singer Raye, who the model dressed for the 2025 Fashion Awards.

There can also be a Maranello clutch customization service — a personalised course of just like ordering an precise Ferrari — and chosen bespoke gadgets comparable to a leather-trimmed racing helmet and watch circumstances, and journey trunks lined in a Scottish wool Prince of Wales test, a nod to the brand new neighborhood.

Designed by Rocco Iannone, Ferrari Lifestyle’s inventive director, together with architects Gonzalez Haase AAS and the design studio Formafantasma, the shop is a showcase for Italian design and for Ferrari’s ambitions to construct a luxurious life-style enterprise.

A Milestone

In an interview, Ferrari’s chief model officer Carla Liuni described the London retailer as a “significant milestone for us in the context of the lifestyle strategy we set for ourselves, which is first and foremost to nourish and fuel the evocative power the brand.”

She stated the flagship, with its interiors impressed by the Ferrari manufacturing facility in Italy’s Emilia-Romagna area, and by the vehicles themselves, wants to supply an expertise, stir emotion and seize the creativeness.

“No one needs another bag or another piece of clothing,” stated Liuni, including that Ferrari Lifestyle needs to interact clients on a stage that stretches past product, and into model tradition.

“Ferrari is not just a name. It’s about shape, leather, touch and emotion, and we hope that through the collection, and through this store, we manage to communicate that,” she added.

The floor flooring, which showcases an array of merchandise, speaks to that ambition.

There are stationery units made utilizing upcycled leather-based from the automobile interiors, and Montblanc pens crammed with purple ink. It was a colour favored by Enzo Ferrari, who based the car producer in 1939 in Italy’s Emilia-Romagna, the birthplace of Italian motor racing.

Sculptural jewellery, in shapes impressed by screws, bolts and motor components, sparkles alongside the model’s bestselling Maranello clutches. The baggage, that are modeled on the Daytona SP3, and designed to evolve to the form of the hand, are made by the identical artisans who work on the vehicles’ bodywork.

A one-of-a-kind leather-based jumpsuit, reflecting the abilities of the atelier upstairs, hangs in a showcase close by.

A First

The retailer is Ferrari’s first European life-style flagship outdoors Italy. It carries Iannone’s ready-to-wear assortment and the luxurious merchandise solely, and never the Scuderia line of branded brand clothes and accessories.

There are different luxurious life-style shops in Ferrari’s hometown of Maranello, in addition to in Milan and Rome. There are additionally shops in Miami and on the American Dream mall in New Jersey, and short-term models in locations comparable to Las Vegas and Monte Carlo the place F1 races happen.

Liuni stated the corporate was desirous to open in London for a wide range of causes.

“The brand has a longstanding relationship with the U.K., starting on the racetrack. Silverstone motor racing [home of the British Grand Prix] is as much part of the British summer as Wimbledon. We feel it’s the right time to come to London. By opening here we can build our culture, credibility and relevance to the local community,” she stated.

Ferrari definitely has plenty of native connections. Its latest F1 recruit is Lewis Hamilton, an Englishman who joined Scuderia Ferrari in 2025 following greater than a decade with Mercedes, though he and the workforce had a comparatively robust season final 12 months.

Off the monitor, and inside the shop, there are footage of Kate Bush posed alongside her yellow Ferrari, and Princess Diana standing by one of many race vehicles throughout a tour of the pits at Silverstone.

The interiors showcase supplies just like these used for the vehicles. Chairs and banquettes are encased in darkish purple Poltrona Frau leather-based, whereas a number of the partitions, and the within of the elevator, are coated within the suede-like Alcantara material, just like the within of the cars. Leather curtains have comparable stitching to the automobile seats.

There’s an industrial really feel to the house. A curving, brushed steel staircase leads downstairs whereas the dressing rooms function sq., yellow-tinged panes of Venetian-made glass that look useful somewhat than ornamental.

While the bottom flooring showcases the world of Ferrari Lifestyle, the decrease stage is devoted to menswear, equipment and recreation units — dominoes, bocce and ping pong. There can also be a collectors’ space, often called the “Caveau,” crammed with lovingly restored exhaust pipes, engine shafts and bits of motor from vital F1 races.

Upstairs homes the atelier and the ladies’s collections. Iannone, an Armani and Dolce & Gabbana veteran, has been quietly nodding to model codes since he joined in 2019, including a wealthy burgundy hue to a pair of kitten heel slingbacks; creating jackets and coats with low-impact Q-Cycle fibers constructed from discarded or unused vehicle tires, and designing leather-based baggage formed just like the Ferrari automobile makers’ toolkits.

The Design Language

In an interview alongside Liuni, Iannone stated Ferrari makes use of a really particular design language, and the London retailer is an instance of that.

“Ferrari is first and foremost a human story. It is the story of our founder, a very determined and passionate man who achieved his dream. What we’re trying to do is to channel those emotions, and values into the decisions we make” about the whole lot from structure, to design to experiences, he stated.

Iannone stated he needed folks to stroll into the shop, “and immediately understand what we stand for. That’s also the reason why the ground floor is a collection of all the experiences we offer. We wanted it to be a journey of discovery.”

The Queen Anne-style constructing was naturally darkish and Iannone stated it was vital to let the sunshine in and to create more room to point out off the model’s designs. He additionally needed to create a way of power utilizing contrasting textures. The retailer is crammed with brushed and glossy steel, whereas the partitions are a mixture of suede-like Alcantara material and uncooked concrete.

He and Liuni stated they need the shop to be a part of London’s cultural material.

“We want this to be a place where people can come and enjoy music, design or books. We want to be culturally relevant but also relevant to the local community throughout the year. Finding that dialogue with the local community will be absolutely critical to the store’s success,” Liuni stated.

Ferrari has been a trailblazer in luxurious with its determination to deal with cultivating model tradition and essence. Whether it’s talking to F1 spectators, excessive net-worth clients, or each it’s all the time trying to talk ardour, authenticity and “Ferrariness.”

Amrita Banta, managing director at Agility Research & Strategy, a world consulting agency specializing in prosperous, high-net-worth and ultra-high-net-worth customers, instructed WWD earlier this 12 months that demand is rising for “experiences rooted in access to closed worlds, thoughtful curation and cultural or intellectual enrichment, rather than simple indulgence.”

She stated that Ferrari particularly “has long understood that its most valuable customers are not just buyers, but members of a highly curated world. Track days, factory access, racing events and invitation-only gatherings create a sense of identity and community that goes far beyond the car itself.”

Liuni stated the plan is to proceed conjuring the Ferrari essence with a devoted retailer rollout technique.

She stated that whereas the plan is to open extra shops, Ferrari needs to do it on the proper tempo, which suggests a mixture of seasonal shops in strategic areas all year long, in addition to everlasting areas.

Liuni argues that Grand Prix races “are becoming the next red carpet,” which is why Ferrari needs to be on-site and versatile with its retailer codecs around the globe.

“Las Vegas is an example. We planned to stay open for a couple of weeks, but then we decided there was the right clientele-ing, there was the right kind of bond with the market, so we decided to keep the store open for 12 months,” she stated, proof that Ferrari’s administration may be simply as agile because the F1 drivers and the pit crew.