Ferrari Style unveils its London flagship store, a sleek home for ready-to-wear and more

Ferrari Style brings the brand’s heritage and forward-facing vision to the streets of London with a flagship store located at the intersection of Old Bond Street and Piccadilly.

Dedicated to Ferrari fashion and collectible pieces, the store is housed within a Queen Anne-style building designed in 1905, with its original Portland stone façade carefully retained. This historic exterior stands in deliberate contrast to the interior’s contemporary language: a hand-brushed stainless-steel perimeter wraps the space, concrete flooring introduces a utilitarian, industrial tone, and aluminium and glass vitrines evoke the technical clarity that the brand is known for. Accents of Ferrari red punctuate the environment, while floor-to-ceiling windows frame the gallery-like ground floor and invite engagement from the street.

Conceived by Ferrari Style creative director Rocco Iannone in collaboration with Berlin-based architecture firm Gonzalez Haase AAS and Milan design studio Formafantasma, the 850 sq m space is inspired by the brand’s Officina – the artisanal hub and design lab in Maranello that’s the creative and conceptual heart of the Ferrari universe. The brand cites the combination of ‘precision, experimentation and craftsmanship’ that went into the store design, echoing the values of its automotive practice.

In discussions between Iannone and Pierre Jorge Gonzalez and Judith Haase of Gonzalez Haase AAS, a core priority emerged: revealing the existing structure's ‘bones’ to create a clean, open space that emphasises the building’s original columns. The design team drew inspiration from automotive engineering, viewing the space’s structure as analogous to a Ferrari chassis. The architectural goal was to combine a human touch with advanced machine-like technology, utilising materials that speak for themselves rather than relying on the brand's classic iconography.

‘With the London flagship, we wanted to create a point of connection between Ferrari’s heritage and its forward-looking vision,’ says Rocco Iannone. ‘Every material and detail has been chosen to express the evolving language of Ferrari Style. London offers the perfect stage for this dialogue.’

As a result, the store’s interior feels both minimal and inviting. Ferrari Style’s women’s and men’s ready-to-wear and accessories are presented across the multiple levels, while the basement level introduces Caveau, a private chamber dedicated to rare Ferrari components and collectibles, sourced from Maranello. The upper floor includes the 'Tailor Made Atelier', a dedicated space for made-to-order creations; here, details such as floor-to-ceiling leather curtains further underline the attention to materiality and craft.

The Ferrari Style London flagship offers not just a highly polished retail experience, but a space where the company’s ethos takes physical form.

store.ferrari.com