First Ferrari Style flagship in New York features metallic facade

Architecture studios Formafantasma and Gonzalez Haase AAS have worked with Ferrari Style creative director Rocco Iannone on the brand’s first permanent store in New York, clad in a metallic facade. Located in Manhattan’s SoHo neighbourhood, the flagship for Ferrari’s fashion label is in a long, narrow building at the corner of Prince Street and Mercer Street and spreads across two levels. Berlin-based Gonzalez Haase AAS clad the building in brushed metal, with curved window mullions covering floor-to-ceiling glass along its length. Under Iannone, the team referenced the Ferrari Officina concept, a central theme of the brand that seeks to connect fashion and automotive. It considers “the workshop as a junction at which artistic instinct, scientific rigour, craftsmanship and mechanical precision converge,” according to the team. “The Officina is the place where intuition is given form through discipline, and where the human touch works in harmony with mechanical precision,” said Iannone. The opening follows another Ferrari Style store opened earlier this year in London, designed by the same team, and both stores share pops of red, warm beige finishes, and steel accents. However, the New York space was designed to fit in with the city. The team said the New York location reflects the “form, scale and material character of SoHo”. “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,” said the team. “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.” Men’s ready-to-wear is located on the first floor, with objects displayed on units designed by Formafantasma. The space is bordered by a deep red curtain and large rectangular ceiling lights. A staircase to the left side of the store leads to the “more intimate” second level, containing women’s ready-to-wear, footwear and accessories collections. It also contains the store’s atelier, the second worldwide apart from the London location. Wrapped in leather curtains, the space provides a private setting for personalisations and alterations. A table containing samples of textiles and hardware sits at the centre. Ferrari Style, the brand’s luxury fashion line founded in 2021, has other US locations in New Jersey, Miami, and Las Vegas. Ferrari recently unveiled a laptop collaboration with HP, as well as its first electric vehicle earlier this year. Photography courtesy Ferrari Style Read more