Ferrari Style has opened its first-ever New York flagship at the corner of Mercer Street and Prince Street in SoHo. The move gives the label a permanent home in the city and lands at a moment of real momentum for the brand since the appointment of Creative Director Rocco Iannone. It also adds a new chapter to a relationship between Ferrari and the United States that stretches back across generations of culture, design and invention.
Why SoHo
The neighborhood was chosen for its status as a social fulcrum of New York’s contemporary creative landscape. By settling here, Ferrari Style places itself in direct dialogue with the American community of aesthetic tastemakers, social innovators and technological pioneers. The history runs deep as well: Ferrari‘s physical retail presence in the United States began in New York in 1954, when Luigi Chinetti, driver of the first Ferrari to win Le Mans and a close friend of Enzo Ferrari, opened the first North American showroom on West 55th Street in Manhattan. The SoHo store becomes a new point of transmission between Maranello and the United States, and it expands a network of Ferrari Style stores that currently includes New Jersey, Miami and Las Vegas.
The Officina as Architecture
The store is rooted in the credo of the Ferrari Officina, the workshop as a junction where artistic instinct, scientific rigour, craftsmanship and mechanical precision converge. Under Iannone‘s direction, Berlin-based architecture studio Gonzalez Haase AAS developed the architectural framework and spatial identity, while Milan-based design practice Formafantasma shaped the display language and the presentation of products and objects. Ferrari Style collaborated previously with Formafantasma on the set design of its Milan runway show.
The design responds directly to its corner location. Set across two floors, the building is defined by an extensive glass frontage that draws natural light inside and keeps a continuous relationship with the surrounding streets. Steel, aged-effect metal and highly polished surfaces create a controlled contrast between rawness and precision, while the transparency of the envelope lends lightness to the compact, block-like form. The result is industrial in discipline and refined in execution, a framework through which the evolving world of Ferrari Style can be experienced.
“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. “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.“
Inside the Two Floors
The ground floor keeps the openness and immediacy of the street-facing architecture. Men’s ready-to-wear, footwear, leather goods and accessories sit alongside Ferrari Collectibles, rare mechanical components and objects originating from the automotive world of Maranello. Selected according to availability, these pieces give each Ferrari Style location its own evolving constellation of artefacts. Throughout the space, Formafantasma‘s display structures borrow from the functional apparatus of the workshop, with metal and glass shaped into precise frameworks, trays and vitrines that let each object keep its individual character.
A sculpted staircase leads to the more intimate upper level, where women’s ready-to-wear, footwear and accessories unfold through a sequence of spaces that gradually lead toward the Ferrari Style Atelier. For anyone following fashion retail design, the separation of disciplines is the interesting part: fashion, architecture and objects each keep their own integrity rather than blending into one generic luxury backdrop.
The Atelier
One of only two of its kind worldwide, alongside London, the New York Atelier is dedicated to made-to-measure, made-to-order and one-of-a-kind creations. Enclosed by floor-to-ceiling leather curtains, it offers clients a private setting in which to personalize pieces from across the collection. A dedicated table at its center brings together the materials and components through which bags and accessories can be individually configured, from colors and finishes to internal elements and hardware. It is the most personal expression of the Officina philosophy, with 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.
Ferrari x Rubelli: Nine Tapestries at Jack Shainman Gallery
Beyond the store, Ferrari presents a special collaboration on November 12th at the Jack Shainman Gallery, in tandem with the New York fashion show: a collection of nine limited-edition tapestries created with the historic Venetian textile house Rubelli.
The project translates emblematic covers from the Ferrari Yearbooks, published between 1949 and 1993, into tactile textile pieces. Iannone worked closely with Rubelli to reinterpret traditional tapestry-making through modern craftsmanship, bridging Ferrari‘s rich graphic archive with Venetian textile savoir-faire. Historic graphic memory becomes a contemporary design narrative, and one that sits comfortably within the world of interior design as much as fashion. Following the presentation, the nine pieces will be available for purchase.
Brand Building Its Own Language
With a SoHo flagship, a rare Atelier, an archive-driven textile collaboration and a city-specific capsule, Ferrari Style is making a clear statement about where it wants to stand. Under Rocco Iannone, the label is treating retail as an extension of the Officina itself, a place where the workshop mindset is something you can walk into. For more on the label, explore our Ferrari Style coverage on DSCENE.
