Ferrari Style opens first New York flagship in SoHo

Ferrari Style has announced the opening of its first New York flagship, at the corner of Mercer Street and Prince Street in SoHo.

Conceived under the creative direction of Rocco Iannone, the two-floor store is rooted in the idea of the Ferrari Officina: the workshop where artistic instinct, scientific rigour, craftsmanship and mechanical precision come together. Berlin-based architecture studio Gonzalez Haase AAS developed the architectural framework, while Milan-based design practice Formafantasma created the display language.

“The Officina is the place where intuition is given form through discipline, and where the human touch works in harmony with mechanical precision,” said Iannone. “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.”

The ground floor houses men’s ready-to-wear, footwear, leather goods and accessories, alongside Ferrari Collectibles: rare mechanical components and objects from the automotive world of Maranello. A sculpted staircase leads to the upper floor, which presents women’s ready-to-wear, footwear and accessories.

The upper floor also holds the Ferrari Style Atelier, one of only two worldwide alongside London. Enclosed by floor-to-ceiling leather curtains, it is dedicated to made-to-measure, made-to-order and one-of-a-kind creations. Clients can configure bags and accessories by choosing the colours, finishes, internal elements and hardware.

The opening is marked by a capsule collection created specifically for the New York flagship.

Ferrari’s physical retail presence in the US began in New York in 1954, when Luigi Chinetti opened the brand’s first North American showroom on West 55th Street in Manhattan. The new flagship joins Ferrari Style stores in New Jersey, Miami and Las Vegas.

This article was written with the help of AI.