Ferrari Style is opening, according to WWD, a two-level, 6,835-square-foot flagship at 92 Prince Street, at the corner of Mercer Street, in its own standalone building in the heart of SoHo. The address previously housed a Nespresso coffee bar.
Before this opening, the brand had only two permanent stores in the United States, located at the Aventura Mall in Miami and at American Dream in East Rutherford, New Jersey, as well as an outlet at Orlando Vineland Premium Outlets. Ferrari Style also operates a temporary store at the Bellagio casino in Las Vegas, opened in November 2025 and originally meant to stay open for only a few weeks.
Carla Liuni, chief brand officer of Ferrari Style, explains that by establishing a presence in SoHo, the brand can speak directly to what she describes as the « rapidly evolving society of aesthetic tastemakers, social innovators and technological pioneers » of the United States.
A made-to-order workshop and a local capsule
Only the flagships in Londres and New York house a dedicated workshop for made-to-order, bespoke work and unique pieces. Rocco Iannone, creative director of the brand, worked with the Berlin-based architecture studio Gonzalez Haase AAS to develop the architectural framework and spatial identity of the space, while the Milan-based studio Formafantasma shaped the exhibition language and product presentation. A sculpted staircase connects the ground floor to the more intimate upper level, set behind a metal facade and large glass windows.
Among the store's signature pieces is the Maranello Clutch. « Here you have the Maranello Clutch, which mimics the shape of our Daytona Ferrari car », describes Rocco Iannone. Carla Liuni notes that customers can personalize the accessory on site: « There’s this beautiful round table where you can find all the different steps involved in personalizing the Maranello Clutch. You can choose every single detail. » The opening will also be marked by a capsule collection designed specifically for the flagship and for New York.
For Rocco Iannone, the challenge lay in the intentionality of the design, between leather and brushed aluminum: « What was important for us is the intentionality of design. When you enter the store, you feel this is unmistakably Ferrari, but not in the most literal way. Ferrari is about contrast. Ferrari is about volumes. Ferrari is about excellence of material. So you will see beautiful leather mixed with brushed aluminum cases and at the same time you feel you are entering a very cozy welcoming place. Every single detail expresses what the Ferrari brand expresses. »
A fashion show and a fifth store to come
The flagship's opening would reportedly be accompanied, on the same day, by a Ferrari Style spring 2027 fashion show at the Jack Shainman Gallery, in the TriBeCa neighbourhood of Manhattan. The brand also keeps a car showroom at 425 Park Avenue, after having opened its first North American car showroom on West 55th Street.
In Italie, Ferrari Style has stores in Milan, Rome and Maranello, where the group has its headquarters and factory. The brand had launched a flagship on Bond Street in Londres last March, in a Queen Anne-style building dating from 1905, unveiling its new retail concept at the time. A fifth American store is expected in the Miami Design District in 2028.
