Ferrari Style is set to open its first New York City flagship, a two-level, 6,835-square-foot store at 92 Prince Street on the corner of Mercer Street in SoHo. The store folds in an atelier for tailor-made clothing alongside ready-to-wear, leather goods, accessories, footwear and luggage, plus a display of Ferrari collectibles that includes rare mechanical auto parts and hand-assembled scale model cars.
The opening marks Ferrari's broader push to grow its fashion and lifestyle business well beyond the racetrack, according to WWD. The site previously held a Nespresso coffee bar, the outlet reports, before Ferrari transformed the corner space into what the brand describes as rooted in the credo of the Ferrari Officina, the workshop at its Maranello headquarters. Ferrari collectibles are also on view.
Ferrari Style's creative director Rocco Iannone worked with Berlin-based architecture studio Gonzalez Haase AAS, which developed the store's architectural framework and spatial identity, and Milan-based design practice Formafantasma, which shaped its display language and product presentation, WWD notes. Iannone has said the SoHo store can present both the inclusive and exclusive sides of Ferrari. Chief brand officer Carla Liuni added that SoHo suits the brand's focus on culture, design, art and architecture.
An Atelier, a Capsule and a Clutch Shaped Like a Daytona
The SoHo location and Ferrari's London flagship are the brand's only stores to house an atelier, according to the WWD report, offering made-to-measure, made-to-order and one-of-a-kind tailor-made fashion. Ferrari Style also launched a capsule collection conceived specifically for the SoHo flagship and New York, as Haute Living reports. One item from that collection, the Maranello clutch, mimics the shape of the Ferrari Daytona car and can be customized in different colors, materials, finishes and hardware.
Liuni has described the company's approach to retail growth in blunt terms. “This is not opportunistic growth. It's just selective expansion,” she told the outlet's report on the opening. That framing lines up with Ferrari's wider financial goals for the division: the brand has said it aims to deliver an operating profit from its lifestyle segment in line with the rest of the company within six years, the same publication reported from a capital markets presentation.
Bags, Bombers and a Younger, More Female Customer
Ferrari's lifestyle business has been shifting in composition. Between 2024 and 2025, bags became the brand's top-selling lifestyle category, followed by outerwear, including its signature bomber, and jumpers, the company said at the same presentation covered by WWD. Women now account for 35 percent of Ferrari's lifestyle clientele, a segment the brand describes as younger, aged between 30 and 40.
The shift traces back further than the SoHo opening. Ferrari began rebuilding its brand equity by moving upmarket starting in the early 1990s, according to the Financial Times. A community outreach programme launched in 2019 saw Ferrari wrest merchandise rights back from licensees and bring creative functions in-house, the paper reported, laying groundwork for exactly the kind of flagship retail now opening in Manhattan.
SoHo Joins a Growing List of Ferrari Addresses
New York's flagship is the latest entry in a retail footprint that already spans the country. Ferrari Style operates two other U.S. stores, at Aventura Mall in North Miami and American Dream in East Rutherford, New Jersey, along with an outlet at Orlando Vineland Premium Outlets and a temporary store at the Bellagio in Las Vegas that debuted in November 2025, per the WWD report. A fifth U.S. store is expected to open in the Miami Design District in 2028.
A Ferrari Style spring 2027 runway show is scheduled for the Jack Shainman Gallery in Manhattan's TriBeCa neighborhood on Thursday, timed to coincide with the SoHo opening, WWD reports. Overseas, the brand has stores in Milan, Rome and Maranello, Italy, plus pop-up events held in Le Mans, France; Pebble Beach, California; and Singapore. Ferrari's newest flagship before SoHo opened on Bond Street in London in March, occupying three floors of a corner building formerly home to a De Beers jewellery store, according to the Financial Times.
That London store is an 850-square-metre space that Ferrari describes as conceived as an expression of the Ferrari Officina, with each of its three levels built around a singular focus, per the company's own account on Ferrari's website. Its basement houses the Caveau, a space for rare mechanical components, while the top floor holds a Tailor Made Atelier. Prices there range widely: logo T-shirts cost between £170 and £450 at the London boutique, while overalls once worn by Michael Schumacher were offered for £42,250, the Financial Times reported.
Ferrari's New York Roots Go Back to 1954
Ferrari's physical presence in New York isn't new, even if the lifestyle flagship is. The brand's first North American car showroom opened on West 55th Street in Manhattan in 1954, opened by Luigi Chinetti, who was also the driver of the first Ferrari to win Le Mans, according to WWD. Ferrari separately maintains a car showroom at 425 Park Avenue in Manhattan.
Ferrari describes its brand today as built on three components: racing, sports cars and lifestyle, with Ferrari Style serving as the lifestyle arm extending the marque beyond sports cars and Formula 1 racing. The company says it counts more than 400 million fans worldwide, a figure that underscores why executives like Liuni frame the SoHo opening not as a one-off but as part of a calculated, multi-city expansion of the brand well beyond the garage.
