Ferrari Style’s first permanent New York store sits on Prince Street in SoHo, wrapped in brushed metal. The two-level flagship is the fashion label’s latest outpost, and it shows how the brand is translating its automotive roots into retail architecture.
The building is long and narrow, on the corner of Prince Street and Mercer Street. Berlin-based Gonzalez Haase AAS designed the exterior and interior with Ferrari Style creative director Rocco Iannone. The studio, founded in 1999 by Pierre Jorge Gonzalez and Judith Haase, works across architecture, scenography and lighting.
The facade is clad in brushed metal. Curved window mullions frame floor-to-ceiling glass that runs the full length of the building.
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A design built around the Officina
The project draws on the Ferrari Officina, a central idea for the brand that links fashion with the automotive world. Gonzalez Haase AAS describes the workshop as “a junction at which artistic instinct, scientific rigour, craftsmanship and mechanical precision converge.”
Iannone frames the concept in human terms. “The Officina is the place where intuition is given form through discipline, and where the human touch works in harmony with mechanical precision,” he said.
The New York store follows a Ferrari Style location in London, opened earlier this year and designed by the same team. Both share red accents, warm beige finishes and steel details. The New York design, however, responds to its neighbourhood. The team says the store reflects the “form, scale and material character of SoHo.”
The team’s goal was to let each discipline keep its own identity. “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,” the team said.
The result is described as balanced between art and science. “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.”
Inside the two levels
Men’s ready-to-wear occupies the first floor. Garments sit on display units designed by Formafantasma, the Milan-based research design studio known for its analytical approach to products and strategy.
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A deep red curtain and large rectangular ceiling lights define the ground-floor space. A staircase on the left side of the store leads to the second level, which the team calls “more intimate.” Women’s ready-to-wear, footwear and accessories are displayed there.
The upper floor also houses the store’s atelier, the second of its kind worldwide after the London location. Leather curtains enclose the room, which offers a private setting for personalisations and alterations. A central table holds samples of textiles and hardware.
Bringing the ferrari style to Manhattan
Ferrari Style launched in 2021 as the brand’s luxury fashion line. It already operates US stores in New Jersey, Miami and Las Vegas. The SoHo flagship store adds a permanent Manhattan base, and its atelier gives customers a place to commission changes to their own pieces, not just buy off the rack.
H/T dezeen.com
Frequently asked questions
Who designed Ferrari Style’s new SoHo store on Prince Street?
Berlin-based Gonzalez Haase AAS designed the store’s exterior and interior together with Ferrari Style creative director Rocco Iannone. The studio was founded in 1999 by Pierre Jorge Gonzalez and Judith Haase.
Where is Ferrari Style’s first permanent New York store located?
The store is on Prince Street in SoHo, on the corner of Prince Street and Mercer Street. It is a long, narrow, two-level flagship wrapped in brushed metal.
What is the atelier inside the Ferrari Style SoHo store?
The atelier is a private room on the upper floor, enclosed by leather curtains, where customers can get personalisations and alterations. It is the second atelier of its kind worldwide, after the one in London.
Which products are sold on each floor of the Ferrari Style SoHo store?
Men’s ready-to-wear is on the first floor, while the second floor, which the team calls more intimate, holds women’s ready-to-wear, footwear and accessories. The upper floor also houses the atelier.
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