Ferrari Style Arrives in SoHo with First NYC Flagship

A New Chapter in SoHo

Ferrari Style has chosen the corner of Mercer Street and Prince Street in SoHo for its first New York flagship. The two-floor store, conceived under the creative direction of Rocco Iannone, brings the energy of Maranello to one of Manhattan’s most iconic shopping districts. It is a space where fashion, architecture and object design meet, each retaining its own voice while contributing to a singular Ferrari identity.

The Officina Spirit

The design concept is rooted in the Ferrari Officina—the workshop where artistic instinct, scientific rigour, craftsmanship and mechanical precision converge. Iannone describes it as “the place where intuition is given form through discipline, and where the human touch works in harmony with mechanical precision.” For New York, the aim was to translate that spirit into an environment that feels open, evolving and in direct dialogue with SoHo’s creative pulse.

To realise this vision, Ferrari enlisted Berlin-based architecture studio Gonzalez Haase AAS to develop the architectural framework, while Milan-based design practice Formafantasma crafted the display language. Every material and detail has been selected to express the balance between art and science—a theme that runs through the entire space.

A Tale of Two Floors

The ground floor is dedicated to men’s ready-to-wear, footwear, leather goods and accessories. Alongside these collections, visitors will find Ferrari Collectibles: a curation of rare mechanical components and objects from the automotive world of Maranello. These pieces offer a tangible link to the brand’s racing heritage, inviting customers to explore the DNA that underpins every Ferrari creation.

A sculpted staircase leads to the upper floor, where women’s ready-to-wear, footwear and accessories are presented. The ascent itself is part of the experience—a gradual transition into a more intimate realm of the store.

The Atelier: Bespoke by Design

The upper floor also houses the Ferrari Style Atelier, one of only two worldwide (the other is in London). Enclosed by floor-to-ceiling leather curtains, the atelier is dedicated to made-to-measure, made-to-order and one-of-a-kind creations. Clients can configure bags and accessories by selecting colours, finishes, internal elements and hardware, ensuring each piece is uniquely their own. It is a space where personal expression meets Ferrari’s exacting standards.

A Capsule for the City

To mark the opening, Ferrari Style has created a capsule collection exclusively for the New York flagship. While details remain under wraps, the collection is expected to capture the spirit of the city and the store’s unique character, offering yet another reason to visit.

A Heritage in New York

Ferrari’s physical retail presence in the United States began in New York in 1954, when Luigi Chinetti opened the brand’s first North American showroom on West 55th Street in Manhattan. That legacy continues with the new SoHo flagship, which joins existing Ferrari Style stores in New Jersey, Miami and Las Vegas. The opening underscores Ferrari’s commitment to the US market and its growing lifestyle offering.

A Destination for Discovery

The new flagship is more than a store; it is a destination where the worlds of fashion and automotive excellence intersect. Whether you are drawn by the latest collections, the allure of Ferrari Collectibles or the promise of a bespoke creation in the Atelier, the SoHo space invites you to experience the Ferrari universe in a new and immersive way. As SoHo continues to evolve, this corner of Mercer and Prince streets now stands as a testament to the enduring appeal of Italian craftsmanship and innovation.