Ferrari Style showcases cars, clothing and creativity.
London, start your engines. Ferrari Style has opened a beautiful new boutique on the corner of Old Bond Street and Piccadilly in Mayfair, bringing a slice of Italian racing heritage to the heart of the city. Shop for menswear and womenswear, all designed to stop you in your tracks.
Founded by Enzo Ferrari in Modena, Italy, the brand has a rich history that began with the Scuderia Ferrari racing team in 1929. By 1939, the company had built its first car, and in 1945, Ferrari adopted the name we know today. Over the decades, the brand has become a Formula One legend, with the Scuderia Ferrari team holding the crown as the oldest and most successful in the championship.
At the start of 2025, the FACT team spotted the hoarding declaring that the Ferrari Style shop was opening soon. Since then, we have been eagerly anticipating the experience and finally stepped inside to discover a world of luxury cars and clothing. Ferrari has a handful of fashion boutiques around the world, from Italy to the United States, and London has now become its latest lifestyle destination.
The shop itself is housed in a building dating back to 1905, with a beautiful Queen Anne-style façade of pale Portland stone. Spanning 850 square metres across three floors, the space is home to men’s and women’s ready-to-wear collections. For a more private experience, head upstairs to Ferrari’s Tailor Made Atelier. Guests can draw the floor-to-ceiling leather curtains and explore items away from the public eye.
The boutique was conceived by Ferrari Style’s Ceative Director Rocco Iannone, in collaboration with Berlin-based architects Gonzalez Haase AAS and Milan design studio Formafantasma. The vision was to create a workshop of ideas, where materiality, craft and personal expression are at the heart of the experience.
The Ferrari car spirit is never far away. Bold Ferrari red makes a striking statement throughout the interior – be sure to go for a ride in the lift. Luxury pieces, from handbags shaped like sports cars, prancing horse baseball caps and embroidered hoodies, celebrate the brand’s racing DNA. Car parts, helmets and books are displayed as works of art, adding another layer to the immersive experience.
Creative Director, Rocco Iannone, explained: “With the London flagship, we wanted to create a connection between Ferrari’s heritage and its forward-looking vision. Every material and detail expresses the evolving language of Ferrari Style.”
Ferrari Lifestyle Brand Chief, Carla Liuni, 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.”
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Where: Ferrari Style, 64 New Bond Street, London, W1S 1RR
When: Open daily from 10am to 7pm.
Contact: https://store.ferrari.com