Pops of bright red decorate Ferrari's flagship fashion store in London
Design studio Formafantasma and architecture firm Gonzalez Haase AAS worked with carmaker Ferrari to create the interiors of the London flagship store for its fashion brand.
The multi-level boutique, located on the corner of Old Bond Street and Piccadilly in central London, is the result of a collaboration between Ferrari Style's creative director Rocco Iannone, Gonzalez Haase AAS and Formafantasma.
The ground and first floors showcase women's and men's ready-to-wear garments and also house Ferrari's Tailor Made Atelier, which is zoned by floor-to-ceiling leather curtains and has a large circular table.
Here, customers can customise the brand's car-shaped Maranello clutch – a process the brand wanted to mimic that of ordering a Ferrari car, but at a smaller scale.
The basement level houses the Caveau, a private space the brand describes as a "chamber" where rare Ferrari components and collectibles are displayed.
These pieces were sourced from the northern Italian town of Maranello, where Ferrari was founded.
Regardless of function, the spaces share a cohesive visual language of hand-brushed stainless steel panels, concrete flooring, leather, aluminium and glass, with the materials used to create everything from display cases to seating.
According to Ferrari, these specific finishes were selected in homage to the Ferrari Officina, the brand's Spring/Summer 2026 runway collection released during this year's Milan Fashion Week.
Pops of bright red – Ferrari's accent colour – were picked out throughout the interior, from sweeping handrails, rugs and seat cushions to mannequins and packaging.
These punctuate the otherwise neutral-toned spaces and anchor the interior against a backdrop of transparent and reflective materials.
The wider building dates from 1905 and retains its Queen Anne-style facade made from pale Portland stone.
Its ornate exterior belies the contemporary aesthetic of the interior, which is glimpsed through floor-to-ceiling windows, giving the ground floor a gallery-like quality.
"With the London flagship, we wanted to create a point of connection between Ferrari's heritage and its forward-looking vision," said Ferrari Style's creative director Iannone.
"Every material and detail has been chosen to express the evolving language of Ferrari Style – London offers the perfect stage for this dialogue."
"More than a store, the Ferrari Style London flagship stands as a cultural statement – an immersive environment where architecture, materiality and storytelling meet, celebrating the enduring bond between Ferrari and the United Kingdom, from Silverstone to the streets of London," said the brand.
Other flagship stores published on Dezeen include a glass-draped Tiffany & Co store in Beijing, fashion brand Telfar's NYC flagship-cum-TV studio, and the gallery-like Helsinki flagship of Finnish jewellery brand Kalevala.
The post Pops of bright red decorate Ferrari's flagship fashion store in London appeared first on Dezeen.
