In Pictures: Ferrari Style opens London flagship as it advances its broader lifestyle strategy

Ferrari Style has opened a sprawling 850 sq m flagship at the intersection of Old Bond Street and Piccadilly, strengthening its presence in the UK market and signalling a new chapter in its broader vision to expand beyond the automotive world.

The London flagship is inspired by the Officina, the creative and conceptual division within Ferrari that focuses on design, innovation, and brand experiences, and translates that spirit into a contemporary setting.

The space reinterprets the workshop as a modern environment through "innovative materials and contemporary architectural gestures", expressing Ferrari’s dedication to precision, research and artisanal know-how.

The upper floor is home to women’s ready-to-wear and the Tailor Made Atelier, a dedicated space for made-to-order creations featuring a large circular table and floor-to-ceiling leather curtains, meant to underscore the importance of materiality, craft and personal expression within Ferrari’s DNA.

The basement level is dedicated to the Caveau, a private chamber featuring rare Ferrari components and collectibles sourced from its headquarters in Maranello, Italy.

The store concept was conceived by Ferrari Style Creative Director Rocco Iannone in collaboration with Berlin-based architecture firm Gonzalez Haase AAS and Milan design studio Formafantasma.

It is housed within a Queen Anne–style building designed in 1905, with its original Portland stone façade carefully retained, and stands in deliberate contrast to the interior’s contemporary language, which features a hand-brushed stainless steel perimeter, concrete flooring and aluminium and glass vitrines, with accents of Ferrari red throughout and floor-to-ceiling windows framing the ground floor.

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

Carla Liuni, CBO at Ferrari Lifestyle, added: "London is 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."

On Friday, Ferrari celebrated the grand opening of its flagship by welcoming a curated guest list of international celebrities and friends of the House, including Formula 1 champion Lewis Hamilton, who arrived in a custom look designed exclusively for the occasion by Iannone, as well as model and muse Georgia May Jagger, actors Ed Westwick and Amy Jackson, and friends of the house including singer Leigh-Anne Pinnock, artist Kojey Radical and model Eva Apio.