Ferrari Style Opens First New York Flagship in SoHo

Ferrari Style has opened its first permanent store in New York at 92 Prince Street, on the corner of Mercer Street in SoHo. The two-level flagship is the fashion label's first New York home, and it sells clothing, footwear and collectibles rather than cars. Architecture studios Formafantasma and Gonzalez Haase AAS designed the store with the label's creative director, Rocco Iannone.

The building gives the opening away before a shopper reaches the door. Berlin-based Gonzalez Haase AAS clad the long, narrow building in brushed metal, with curved window mullions running over floor-to-ceiling glass along its length. Dezeen, which published the design on November 13, describes a facade built to fit the form, scale and material character of SoHo rather than to shout over it.

Inside, the store runs on an idea Ferrari calls the Officina, the workshop where its cars take shape in Maranello. "The Officina is the place where intuition is given form through discipline, and where the human touch works in harmony with mechanical precision," Iannone said. The team built the rooms around that junction of artistic instinct, scientific rigor, craftsmanship and mechanical precision.

Men's ready-to-wear fills the ground floor, alongside footwear, leather goods and accessories. The floor also carries Ferrari Collectibles, rare mechanical components and objects from the company's automotive world, displayed on units designed by Formafantasma. A deep red curtain borders the space, and large rectangular ceiling lights run overhead.

A staircase climbs to the second level, which holds women's ready-to-wear, footwear and accessories in a quieter set of rooms. It also holds the Ferrari Style Atelier, a space wrapped in leather curtains where customers book personalisations and alterations around a table of textile and hardware samples. The New York atelier is only the second worldwide, after the one in London.

A capsule collection made for the New York opening marks the launch, and the store arrives with momentum behind the label. Ferrari Style, founded in 2021 as the company's luxury fashion line, opened a London store earlier this year with the same design team. Both stores share pops of red, warm beige finishes and steel accents.

The address is also a return. Ferrari's physical retail presence in the United States began in New York in 1954, when importer Luigi Chinetti opened the brand's first North American showroom on West 55th Street in Manhattan. The SoHo flagship joins Ferrari Style stores in New Jersey, Miami and Las Vegas, and it's the first one the label can call permanent in the city where its American story started.