Ferrari Style makes a full throttle London debut with a flagship store in the capital
Ferrari has arrived on Bond Street and it's brought a velour lift, archival artefacts and a tailor-made atelier with it.
Thanks to limited garage space and those pesky ULEZ zones, spotting a Ferrari coasting down Bond Street is almost as uncommon as seeing a parrot in Primrose Hill: rare, yes, but not impossible. Though we might not see many of the vehicles, we’re certainly set to see much more of the branding thanks to the opening of the new Ferrari Style Store.
Situated in London’s premier shopping district, the Mayfair store is the physical embodiment of the brand’s ongoing dialogue with London: a historic Queen Anne-style building modernised with Ferrari-red accents like staircases and a velour lift.
The store was conceptualised by creative director Rocco Iannone in collaboration with Berlin-based architecture firm Gonzalez Haase AAS and Milanese design studio Formafantasma, who transformed the ginormous 850 sq m space into a luxury boutique inspired by the Ferrari Officina.
Instead of crowded rails and (god forbid) that awful sound that hangers make when scraped against metal, the Ferrari Style collection is presented as a series of curated artefacts. Classy. As well as the clothes (both menswear and womenswear of course, Ferrari are determined not to cut any corners whether that be on or off the racetrack) on display, the basement Caveau contains archival artefacts sourced directly from the brand’s hometown of Maranello. There’s even a Tailor Made Atelier on site, too, for the ultimate luxury experience.
Though Ferrari Style only experienced its genesis in 2021, this latest development is a testimony to the fashion brand’s racing success (pun intended), an ode to the precision and boldness that makes Ferrari the brand it is.
Credits:
Images courtesy of Ferrari Style
Words: Cable Writers
