Ferrari Style opens two-floor flagship with exclusive New York capsule collection

Ferrari Style has unveiled its highly anticipated two-floor flagship store in New York City's SoHo district, located on the corner of Prince Street and Mercer Street. The upscale retailer signed a lease for the 3,700 square foot space in 2024, previously occupied by Nespresso. The lower level of the store houses a range of menswear, shoes, bags, and accessories, while the exclusive Ferrari Collectables section showcases rare mechanical parts and factory artifacts.

A sculpted staircase connects the two floors, leading to the women's wear section and the Ferrari Style Atelier. The Atelier, one of only two worldwide, offers made-to-measure, made-to-order, and bespoke creations, all customizable with leather curtains to select desired colors, finishes, hardware, and interior details. The creative vision behind the store was developed by two outside design studios working under Ferrari Style's creative director, Rocco Iannone.

Gonzalez Haase AAS, based in Berlin, imbued the design with an industrial aesthetic using steel and polished metal, while Milan-based Formafantasma contributed metal-and-glass display units modeled after workshop equipment. Iannone emphasized the importance of the Officina concept, a space where human creativity harmonizes with mechanical precision.

For the grand opening, Ferrari Style collaborated with American record producer Swizz Beatz to create a limited-edition capsule collection called "Curated by Swizz," exclusively for the New York flagship store.