Ferrari opens its London flagship store on Bond Street
Despite the name above the door, this is not a car showroom. Not even close.
On one of the most prestigious corners of Bond Street, where heritage jewellers, couture houses and historic fashion brands define the rhythm of luxury retail, a new name has arrived. Ferrari has officially opened its new flagship store in London, occupying the iconic space formerly held by De Beers at the intersection of Old Bond Street and Piccadilly.
Not merchandise. A fashion house.
For many people, the idea of a Ferrari retail store might suggest branded caps, scale models or accessories. The reality is something entirely different.
Ferrari Style operates much closer to a high-fashion house than to a typical automotive merchandise brand. The collections presented here are the same ones shown during runway presentations in Milan, designed under the creative direction of Rocco Iannone. Inside the London flagship, fashion clearly takes centre stage.
The first floor is dedicated to womenswear and made-to-order creations, including pieces that blur the line between automotive branding and couture craftsmanship. One striking example currently displayed in the store is a custom satin and silver-beaded gown worn by British singer-songwriter Raye during the 2025 British Fashion Awards. The message is clear: this is Ferrari entering the world of luxury fashion on its own terms.
The Officina philosophy translated into architecture
The new store spans approximately 850 square metres and is designed around a concept Ferrari calls the Officina. Within the Ferrari universe, the Officina represents the workshop, the place where experimentation, craftsmanship and engineering meet.
Here, that philosophy is translated into architecture. The store was conceived by Iannone in collaboration with Berlin-based architecture studio Gonzalez Haase AAS and Milan design studio Formafantasma.
Materials throughout the building reflect Ferrari’s technical DNA:
hand-brushed stainless steel framing the space
industrial-style concrete flooring
aluminium and glass vitrines reminiscent of engineering displays
The effect is modern, technical and precise, without feeling cold or sterile. Large floor-to-ceiling windows flood the interior with light, creating a striking contrast with the historic Queen Anne–style building, designed in 1905 and still featuring its original Portland stone façade.
A subtle but constant connection to Ferrari cars
Although the store focuses primarily on fashion, the connection to Ferrari’s automotive heritage is never far away. Ferrari red accents appear throughout the interior design, while several materials used inside the store reference the brand’s cars. For example, Alcantara, a material widely used in Ferrari interiors, lines parts of the walls.
Meanwhile, the basement houses one of the most intriguing areas of the store: the Caveau. This private chamber contains rare Ferrari components and collectibles sourced directly from the brand’s headquarters in Maranello. It offers visitors a subtle reminder that the fashion brand ultimately originates from one of the most legendary automotive manufacturers in the world.
Sustainability through Ferrari materials
Another interesting element of the Ferrari Style collections is the use of Q-Cycle yarns, a material developed through Ferrari’s sustainability initiatives.
In this process, recycled tyres are transformed into textile fibres that can be used within the fashion collections. It’s a small but symbolic example of how Ferrari is attempting to merge its engineering expertise with contemporary luxury fashion values.
Why London matters for Ferrari
London was not chosen randomly. With only a handful of Ferrari Style stores worldwide (mainly in Italy and the United States) opening in the British capital represents a major step in the brand’s retail strategy. London is one of the few cities capable of bringing together fashion, culture, luxury retail and global tourism at the same scale.
For Ferrari, the new Bond Street flagship therefore becomes more than a store. It becomes a global stage for the brand’s evolving identity.
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For years, Ferrari has been one of the strongest luxury brands in the world, often compared not only to car manufacturers but to fashion houses such as Louis Vuitton or Gucci in terms of brand power.
The difference is that Ferrari historically expressed that luxury primarily through cars. Now the company is expanding that identity into architecture, fashion, lifestyle and experience. And if any automotive brand has the cultural capital to pull that off, it’s Ferrari.
