Ferrari Style has opened its first-ever New York flagship, a two-floor store at the corner of Mercer Street and Prince Street in SoHo. The flagship gives Ferrari Style a permanent home in New York, with men’s and women’s ready-to-wear, footwear, leather goods and accessories, a rotating selection of Ferrari Collectibles from Maranello, and a private Atelier for made-to-measure and one-of-a-kind pieces.
The choice of SoHo is deliberate. Ferrari describes the neighborhood as a social fulcrum in New York’s contemporary creative landscape, a place to meet the aesthetic tastemakers, social innovators and technological pioneers shaping American taste now. It is also a return of sorts: Ferrari’s physical retail presence in the United States began in New York in 1954, when Luigi Chinetti, the driver of the first Ferrari ever to win Le Mans and a close friend of Enzo Ferrari, opened the marque’s first North American showroom on West 55th Street in Manhattan.
An Officina, translated for SoHo
The store was conceived under the creative direction of Rocco Iannone, Ferrari Style’s creative director, and is rooted in what Ferrari calls the credo of the Officina: the workshop as the place where artistic instinct, scientific rigour, craftsmanship and mechanical precision converge, and where beauty emerges through the disciplined pursuit of form, function and experience.
Two studios shaped that idea with Iannone. Berlin-based Gonzalez Haase AAS developed the architectural framework and spatial identity of the store, while Milan-based design practice Formafantasma shaped its display language, the way products and objects are presented throughout the space.
The building answers its corner site directly. An extensive glass frontage pulls natural light inside and keeps the interior in continuous dialogue with the street, while steel, aged-effect metal and highly polished surfaces set rawness against precision. For design readers tracking how New York retail architecture is evolving, it sits in the same conversation as the temporary venues and gallery-like spaces covered in our report on the COLLECTIBLE design fair’s third New York edition.
“The Officina is the place where intuition is given form through discipline, and where the human touch works in harmony with mechanical precision,” says Rocco Iannone, Ferrari Style Creative Director. “For New York, we wanted to translate this spirit into a space in which architecture, fashion and object design each retain their own identity while contributing to a single Ferrari language. Every material and detail has been chosen to express this balance between art and science, creating an environment that is open, evolving and in direct dialogue with the energy of SoHo.”
What is inside, floor by floor
The ground floor keeps the openness of the street-facing architecture. Men’s ready-to-wear, footwear, leather goods and accessories are presented alongside Ferrari Collectibles, rare mechanical components and objects from the automotive world of Maranello. The pieces are selected according to availability, so each Ferrari Style location carries its own changing constellation of artefacts, and no two visits are quite the same.
Around them, the display structures developed by Formafantasma borrow from the functional apparatus of the workshop. Metal and glass are shaped into precise frameworks, trays and vitrines that support the collections while letting the individual character of each object stay visible.
A sculpted staircase leads to the first floor, a more intimate sequence of spaces for women’s ready-to-wear, footwear and accessories. The route gradually leads toward the Ferrari Style Atelier, enclosed by floor-to-ceiling leather curtains.
One of only two Ateliers in the world
The New York Atelier is one of only two of its kind worldwide, alongside London. It is dedicated to made-to-measure, made-to-order and one-of-a-kind creations, and offers clients a private setting in which to personalise pieces from across the collection.
At its centre, a dedicated table brings together the materials and components through which bags and accessories can be individually configured. Colours, finishes, internal elements and hardware can all be selected, so the finished object is shaped through a direct exchange between Ferrari Style’s design language and the client’s own preferences. It is the most personal expression of the Officina philosophy: technical knowledge, material research and artisanal execution placed at the service of individual imagination.
The opening is also marked by a dedicated Ferrari Style capsule conceived for New York, a selection of pieces created specifically for the new flagship.
Part of a growing American network
The SoHo flagship expands an existing network of Ferrari Style stores in the United States, with locations that currently include New Jersey, Miami and Las Vegas. As the brand’s first permanent flagship in New York, the store establishes a new point of transmission between Maranello and the United States, bringing the spirit of the Officina to a city shaped by its own synthesis of creativity, industry and constant reinvention.
For visitors building a New York itinerary around it, the flagship is an easy downtown stop to pair with the season’s uptown fixtures, including the Rockefeller Center Christmas Tree, on view through January.
