Ferrari Style's First U.K. Store Puts It On London's Most Competitive Luxury Block

Ferrari Style has opened its first multi floor flagship in the United Kingdom. It is located at the junction of Old Bond Street and Piccadilly in London’s Mayfair. The store opened on March 20. Moreover, it marks a direct push by the brand to establish itself as a credible lifestyle name. This move is beyond its automotive identity.

The space

The 850 square metre store occupies a Queen Anne style building dating from 1905. Its original Portland stone façade is preserved intact. Inside, Creative Director Rocco Iannone worked with Berlin based architecture firm Gonzalez Haase AAS. Additionally, he worked with Milan design studio Formafantasma to translate Ferrari’s Officina concept, its internal design and innovation division, into a retail environment. Consequently, the result is a hand-brushed stainless steel perimeter, concrete flooring, aluminium and glass vitrines, and accents of Ferrari red throughout.

What’s inside

The store is arranged across several levels. Ground floor carries men’s and women’s ready to wear and accessories. The upper floor houses the Tailor Made Atelier, a made to order space with a circular table and floor to ceiling leather curtains. In addition, the basement level is dedicated to the Caveau. This is a private room featuring rare Ferrari components and collectibles sourced directly from Maranello.

The opening

Ferrari marked the launch with a curated guest event that included Formula 1 champion Lewis Hamilton, who wore a custom look designed by Iannone for the occasion, alongside model Georgia May Jagger, actors Ed Westwick and Amy Jackson, and singer Leigh Anne Pinnock.

Rocco Iannone said that “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, also added that “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.”

Bond Street positions Ferrari Style directly within one of the world’s most competitive luxury retail corridors, a deliberate signal about where the brand sees itself headed.