The corner of Old Bond Street and Piccadilly has always belonged to a certain kind of ambition. Now it belongs to Ferrari, and the building knows it.
Ferrari Style's London flagship opens this month at the intersection of Old Bond Street and Piccadilly, occupying 850 square metres across three floors of a 1905 Queen Anne-style building. The Portland stone facade has been retained in full. Everything behind it is entirely new.
Creative director Rocco Iannone appointed Formafantasma, the research-led Amsterdam studio, alongside Berlin firm Gonzalez Haase AAS to interpret the space. The brief drew directly from Ferrari's Officina in Maranello, the marque's production atelier where engineering and craft operate as a single discipline. London is the Officina translated into retail. The precision is the same; only the medium changes.
Steel and concrete
The ground floor arrives as a gallery. Walls finished in hand-brushed stainless steel catch and redistribute light through the day, shifting from cool pewter in the morning to something closer to amber by late afternoon. Floors are poured concrete, sealed and polished to a low sheen. Display vitrines in aluminium and glass stand at intervals, each one housing a single object: a leather jacket, a cashmere coat, a racing glove in Nomex.
Ferrari red appears sparingly. A band of lacquer at the base of a wall. A lining revealed in a folded sleeve. A stitched seam running the length of a bench. Iannone uses the colour as punctuation rather than declaration, which is the correct decision. The steel does the speaking.
Formafantasma's contribution is most visible in the material logic of the space: the way surfaces change register without breaking continuity, the way industrial references never tip into pastiche. Gonzalez Haase AAS brings the lighting architecture, a system of controlled sources that treats each object as if it were in a laboratory rather than a shop. The effect is austere and completely seductive.
The steel does not perform luxury. It performs precision, which in Maranello amounts to the same thing.
Elena VossThe Officina logic
Iannone has spoken at length about the Officina as the conceptual heart of the Ferrari Style project. Maranello's workshops are not romantic in the conventional sense; they are orderly, instrumental, focused entirely on the object being made. The London store reproduces that logic at the scale of a flagship. There is no soft furniture, no ambient fragrance, no hospitality theatre. The clothes are the argument, and the argument is made cleanly.
This is a deliberate repositioning. Ferrari has spent the past three seasons building a wardrobe that can exist outside the paddock, outside the Prancing Horse mythology, outside the gift-shop logic that dominated the brand's retail presence for decades. Iannone's collections move between technical outerwear and tailored separates with the confidence of a house that has decided what it is.
The ground floor gallery, Ferrari Style, Old Bond Street, London · Photography by Ed Reeve / Wallpaper*
Caveau
The basement is called the Caveau. The name signals intent. Down here, Ferrari has installed a collection of rare components and collectibles: cylinder heads, gearbox casings, original wind-tunnel models, archival technical drawings. The objects are displayed on the same aluminum vitrines as the clothes upstairs, without hierarchy, because Iannone's point is that the engineering and the fashion share a single source of authority.
The Caveau will rotate seasonally. For the opening, the selection spans six decades of Ferrari production, arranged not chronologically but by material: carbon, aluminium, titanium, leather. The effect is closer to a private museum than a brand archive. Access is by appointment for collectors and clients introduced by the store.
Tailor Made
The upper floor houses the Tailor Made Atelier, Ferrari's made-to-order programme. Floor-to-ceiling leather curtains divide the space, dark and warm against the steel that dominates below. Here the atmosphere changes register entirely. Bolts of fabric stand in rows. Sample books open onto worktables. A fitting area occupies the corner that looks out over Piccadilly, the street visible through tall sash windows as the city moves past below.
Tailor Made offers full bespoke for outerwear, tailoring, and accessories, with lead times of twelve to sixteen weeks. The atelier team works between London and Maranello, with final fittings completed on-site. The programme launched quietly last year; the Bond Street space gives it its first permanent home outside Italy.
The wider play
Ferrari's fashion ambitions are now legible across multiple fronts. Those following the Monaco Grand Prix season will recognise the capsule produced with Charles Leclerc, covered here last month, which signalled the brand's intent to build cultural credibility through racing's most image-conscious weekend. The London flagship is the structural complement to that strategy: a permanent address in the world's most seriously competitive luxury retail corridor, designed by two of Europe's most rigorous studios, and stocked with clothes that require no automotive context to justify their price.
Old Bond Street runs north from Piccadilly through Mayfair, past Chanel, past Cartier, past the auction houses. Ferrari Style now holds the corner. The Portland stone facade gives nothing away. That is exactly the point.
Ferrari Style London flagship is open now. Old Bond Street at Piccadilly, London W1. store.ferrari.com
Photography by Ed Reeve / Wallpaper* — © Ferrari S.p.A.