Ferrari is expanding beyond cars. After launching a ready-to-wear line in 2021, the automaker opened a Ferrari Style flagship store in London. Ferrari’s artistic director Rocco Iannone worked with Berlin-based Gonzalez Haase AAS and Formafantasma on the store’s design. Located in a Queen Anne–style building, completed in 1905 by architects Read and MacDonald, the flagship celebrates the clash of the historic building and contemporary materials, a nod to the brand’s own legacy and forward-thinking automation.

Much of the exterior structure was maintained: the original Portland stone facade, the Jacobean-style detailing, balustraded parapet, and dramatic arched entrance, which the architects reinstated. A brushed silver frame defines a new storefront, beginning the contrast between new and old.

Inside this concept is heightened. Hand-brushed stainless steel wraps the perimeter of the space and ceiling, setting the stage for a futuristic space. They frame diffused light boxes and fluted, white walls where clothing hangs. The steel acts as both function and support, adapting to work with the seasonal collections over time. Contrasting the modern materials, the forms, clarity, and proportion draw from classic architecture and make subtle references to car design.

Concrete flooring lends durability without taking away from the sense of place or the clothes, while Ferrari’s signature color, red, is used precisely and sparingly. Used as the curving railing on the staircase or completely cladding the elevator in velvet, red accents offer moments of surprise.

The stairs connect the three floors: The basement level which offers a private area for Ferrari collectibles; the ground floor women’s and men’s ready-to-wear; and the upper floor for the Tailor Made Atelier, a space for made-to-order designs.

The stair’s angled planes on its underside heighten moments of transition as one changes levels. Faded brown glass introduced depth to the design without distracting from the concept.

Gonzalez Haase AAS developed the concept with the intent for it to be a consistent language for Ferrari Style in future endeavors. The design language avoids cliched reference and forms to create a timeless design for a long-standing brand.