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Ferrari Style Launches First New York Store

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Ferrari Style Launches First New York Store

Chief brand officer Carla Liuni and creative director Rocco Iannone discuss how the opening deepens the community’s connection to Ferrari Style, the fashion lifestyle line that extends the Ferrari brand beyond its sports cars and Formula 1 racing.

Ferrari Style has brought its “exclusive and inclusive” retail experience to New York City for the first time.

On Thursday, a two-level, 6,835-square-foot Ferrari Style flagship opens at 92 Prince Street on the corner of Mercer Street, in its own freestanding building in the heart of SoHo.

While the logo inscribed on the facade of the flagship reads Ferrari, inside the store it’s all about the Ferrari Style collection and its unique merchandising. There’s an atelier for exclusive, tailor-made clothes and customizing products, Ferrari collectibles are displayed as well, and there’s ready-to-wear for men and women, including bomber jackets and tracksuits, as well as leather goods, accessories, footwear and luggage.

At this point, Ferrari Style barely scratches the surface in the U.S., with just two stores located in north Miami’s Aventura Mall and American Dream in East Rutherford, N.J., as well as an outlet in Orlando Vineland Premium Outlets. There’s also a temporary store in the Bellagio in Las Vegas, which was supposed to stay open for only weeks after its November 2025 debut. But the Ferrari team was surprised by the response and how passionate Vegas tourists and locals were about racing, so the weeks turned into months, and the site continues to operate indefinitely.

S. is expected to open in the Miami Design District in 2028.


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