Ferrari Style Opens 6,835-Square-Foot SoHo Flagship

By Rebecca Stone

Ferrari Style opens its first New York store Thursday in a two-level, 6,835-square-foot freestanding building at 92 Prince Street and Mercer Street in SoHo. The lease, fit-out cost, opening inventory and first-year sales target remain undisclosed.

What does the SoHo format sell?

The facade carries the Ferrari name, but the interior centers on Style and distinctive merchandising. Collectibles sit with men’s and women’s ready-to-wear, including bomber jackets and tracksuits, plus leather goods, accessories, footwear and luggage.

A dedicated atelier provides exclusive tailor-made clothing and product customization. Only London and New York house these workshops, which handle made-to-measure, made-to-order and one-of-a-kind pieces for Ferrari’s highest-value clients.

Upstairs, women’s ready-to-wear, footwear and accessories lead to the atelier. Floor-to-ceiling leather curtains enclose a private area for personalizing pieces from across the collection.

Why did Ferrari select SoHo?

Carla Liuni, Ferrari Style’s chief brand officer, said: “We feel SoHo is at the right intersection of culture, design, art and architecture,” and identified three site criteria: cultural authority, luxury maturity and client relevance.

Liuni said the store would engage U.S. aesthetic tastemakers, social innovators and technological pioneers. The announcement gives no visitor targets, conversion data or sales-density forecasts, leaving the opening as a channel test.

What does the launch include?

Ferrari Style stages its spring 2027 runway at the Jack Shainman Gallery in TriBeCa on Thursday, alongside the SoHo opening. No ticket plan or revenue target accompanies the promotional event.

Ferrari remains best known globally for performance sports cars and Formula 1. Liuni called racing Ferrari’s most inclusive element, citing a claimed fan base above 400 million. She placed sports cars with owners and collectors called Ferraristi, and Ferrari Style as a third component. The three elements complement one another and sustain the brand’s cultural legacy, according to Liuni. No store traffic or conversion data accompanies the fan-base claim.

How selective is the U.S. rollout?

Current U.S. locations include:

• a store at Aventura Mall in North Miami;
• a store at American Dream in East Rutherford, New Jersey;
• an outlet at Orlando Vineland Premium Outlets; and
• a temporary store at the Bellagio in Las Vegas.

The Bellagio shop debuted in November 2025 for several weeks. Stronger-than-expected interest from tourists and locals in racing persuaded Ferrari to extend it for months and operate it indefinitely; no footfall or revenue data quantifies the response.

A fifth U.S. Ferrari Style store is expected in Miami’s Design District in 2028. Ferrari disclosed a target year, but no confirmed date, capital budget or staffing plan, leaving costs and timing undisclosed.

Ferrari’s New York retail history dates to 1954, when Luigi Chinetti, driver of its first Le Mans-winning car and friend of Enzo Ferrari, opened the first North American car showroom on West 55th Street. A car showroom remains at 425 Park Avenue.

Last March, Ferrari Style launched its Bond Street flagship in London, unveiling a new retail concept inside a 1905 Queen Anne-style building with contemporary materials. It operates stores in Milan, Rome and Maranello, site of Ferrari’s factory, and stages temporary events in Le Mans, Pebble Beach and Singapore.

Liuni called the rollout selective expansion, not opportunistic growth, and said the client relationship requires a distinct retail strategy. New York and London carry ateliers; other permanent locations do not, separating flagship service