Ferrari Roars Into London With a Luxurious, Stylish Lifestyle Flagship

LONDON — With its hand-brushed stainless steel, concrete and pops of red leather, the new Ferrari lifestyle flagship on the corner of Old Bond Street and Piccadilly captures the rarefied air and high energy of the iconic brand that counts millions of fans worldwide, from Formula One motorheads to luxury car owners to lovers of Italian design.

Housed in the former De Beers London jewelry store at 45 Old Bond Street, the new flagship spans 9,150 square feet over three floors, with neighbors including Cartier, Tod’s, Prada and Tiffany & Co. It isn’t the first space dedicated to the Ferrari Lifestyle collection, but it’s a landmark one, with a dedicated atelier for clients like the British singer Raye, who the brand dressed for the 2025 Fashion Awards.

There is also a Maranello clutch customization service — a personalized process similar to ordering an actual Ferrari — and selected bespoke items such as a leather-trimmed racing helmet and watch cases, and travel trunks lined in a Scottish wool Prince of Wales check, a nod to the new neighborhood.

Designed by Rocco Iannone, Ferrari Lifestyle’s creative director, in conjunction with architects Gonzalez Haase AAS and the design studio Formafantasma, the store is a showcase for Italian design and for Ferrari’s ambitions to build a luxury lifestyle business.

A Milestone

In an interview, Ferrari’s chief brand officer Carla Liuni described the London store as a “significant milestone for us in the context of the lifestyle strategy we set for ourselves, which is first and foremost to nourish and fuel the evocative power the brand.”

She said the flagship, with its interiors inspired by the Ferrari factory in Italy’s Emilia-Romagna region, and by the cars themselves, needs to offer an experience, stir emotion and capture the imagination.

“No one needs another bag or another piece of clothing,” said Liuni, adding that Ferrari Lifestyle wants to engage customers on a level that stretches beyond product, and into brand culture.

“Ferrari is not just a name. It’s about shape, leather, touch and emotion, and we hope that through the collection, and through this store, we manage to communicate that,” she added.

The ground floor, which showcases an array of merchandise, speaks to that ambition.

There are stationery sets made using upcycled leather from the car interiors, and Montblanc pens filled with purple ink. It was a color favored by Enzo Ferrari, who founded the automobile manufacturer in 1939 in Italy’s Emilia-Romagna, the birthplace of Italian motor racing.

Sculptural jewelry, in shapes inspired by screws, bolts and motor parts, sparkles alongside the brand’s bestselling Maranello clutches. The bags, which are modeled on the Daytona SP3, and designed to conform to the shape of the hand, are made by the same artisans who work on the cars’ bodywork.

A one-of-a-kind leather jumpsuit, reflecting the skills of the atelier upstairs, hangs in a showcase nearby.

A First

The store is Ferrari’s first European lifestyle flagship outside Italy. It carries Iannone’s ready-to-wear collection and the luxury products only, and not the Scuderia line of branded logo clothing and accessories.

There are other luxury lifestyle stores in Ferrari’s hometown of Maranello, as well as in Milan and Rome. There are also stores in Miami and at the American Dream mall in New Jersey, and temporary units in places such as Las Vegas and Monte Carlo where F1 races take place.

Liuni said the company was eager to open in London for a variety of reasons.

“The brand has a longstanding relationship with the U.K., starting on the racetrack. Silverstone motor racing [home of the British Grand Prix] is as much part of the British summer as Wimbledon. We feel it’s the right time to come to London. By opening here we can build our culture, credibility and relevance to the local community,” she said.

Ferrari certainly has a lot of local connections. Its newest F1 recruit is Lewis Hamilton, an Englishman who joined Scuderia Ferrari in 2025 following more than a decade with Mercedes, although he and the team had a relatively tough season last year.

Off the track, and inside the store, there are pictures of Kate Bush posed alongside her yellow Ferrari, and Princess Diana standing by one of the race cars during a tour of the pits at Silverstone.

The interiors showcase materials similar to those used for the cars. Chairs and banquettes are encased in dark red Poltrona Frau leather, while some of the walls, and the inside of the elevator, are covered in the suede-like Alcantara fabric, similar to the inside of the automobiles. Leather curtains have similar stitching to the car seats.

There’s an industrial feel to the space. A curving, brushed metal staircase leads downstairs while the dressing rooms feature square, yellow-tinged panes of Venetian-made glass that look functional rather than decorative.

While the ground floor showcases the world of Ferrari Lifestyle, the lower level is dedicated to menswear, accessories and game sets — dominoes, bocce and ping pong. There is also a collectors’ area, known as the “Caveau,” filled with lovingly restored exhaust pipes, engine shafts and bits of motor from important F1 races.

Upstairs houses the atelier and the women’s collections. Iannone, an Armani and Dolce & Gabbana veteran, has been quietly nodding to brand codes since he joined in 2019, adding a rich burgundy hue to a pair of kitten heel slingbacks; creating jackets and coats with low-impact Q-Cycle fibers made from discarded or unused automobile tires, and designing leather bags shaped like the Ferrari car makers’ toolkits.

The Design Language

In an interview alongside Liuni, Iannone said Ferrari uses a very specific design language, and the London store is an example of that.

“Ferrari is first and foremost a human story. It is the story of our founder, a very determined and passionate man who achieved his dream. What we’re trying to do is to channel those emotions, and values into the decisions we make” about everything from architecture, to design to experiences, he said.

Iannone said he wanted people to walk into the store, “and immediately understand what we stand for. That’s also the reason why the ground floor is a collection of all the experiences we offer. We wanted it to be a journey of discovery.”

The Queen Anne-style building was naturally dark and Iannone said it was important to let the light in and to create more space to show off the brand’s designs. He also wanted to create a sense of energy using contrasting textures. The store is filled with brushed and shiny metal, while the walls are a mix of suede-like Alcantara fabric and raw concrete.

He and Liuni said they want the store to be part of London’s cultural fabric.

“We want this to be a place where people can come and enjoy music, design or books. We want to be culturally relevant but also relevant to the local community throughout the year. Finding that dialogue with the local community will be absolutely critical to the store’s success,” Liuni said.

Ferrari has been a trailblazer in luxury with its decision to focus on cultivating brand culture and essence. Whether it is speaking to F1 spectators, high net-worth customers, or both it is always looking to communicate passion, authenticity and “Ferrariness.”

Amrita Banta, managing director at Agility Research & Strategy, a global consulting firm specializing in affluent, high-net-worth and ultra-high-net-worth consumers, told WWD earlier this year that demand is growing for “experiences rooted in access to closed worlds, thoughtful curation and cultural or intellectual enrichment, rather than simple indulgence.”

She said that Ferrari in particular “has long understood that its most valuable customers are not just buyers, but members of a highly curated world. Track days, factory access, racing events and invitation-only gatherings create a sense of identity and community that goes far beyond the car itself.”

Liuni said the plan is to continue conjuring the Ferrari essence with a dedicated store rollout strategy.

She said that while the plan is to open more stores, Ferrari wants to do it at the right pace, which means a mix of seasonal stores in strategic locations throughout the year, as well as permanent spaces.

Liuni argues that Grand Prix races “are becoming the next red carpet,” which is why Ferrari wants to be on-site and flexible with its store formats around the world.

“Las Vegas is an example. We planned to stay open for a couple of weeks, but then we decided there was the right clientele-ing, there was the right kind of bond with the market, so we decided to keep the store open for 12 months,” she said, evidence that Ferrari’s management can be just as agile as the F1 drivers and the pit crew.