Ferrari Style Opens First New York Flagship

The two-floor SoHo boutique at Mercer and Prince streets adds a custom design atelier to the brand's accessories and apparel lineup.

Updated on Nov. 9, 2026 in Accessories

Gouache-painted editorial illustration of a leather tote on a cast-iron ledge with folded leather curtains and a cobbled street beyond. — Ferrari Style opened its first New York flagship on Mercer Street in SoHo, adding a custom design atelier to its apparel and accessories lineup. AI Illustration. Upload story photo >

Ferrari Style has opened its first New York flagship at the corner of Mercer Street and Prince Street in SoHo. The two-floor store offers ready-to-wear apparel, automotive collectibles, and a custom design atelier.

Why it matters

The opening brings Ferrari's lifestyle line to a major New York retail corridor and extends the brand's presence beyond its existing stores in New Jersey, Miami, and Las Vegas. Residents and shoppers in the city gain a local option for Ferrari-branded clothing, leather goods, and made-to-order accessories.

The boutique spans two floors, with men's and women's ready-to-wear, footwear, leather goods, and Ferrari Collectibles split between them. The upper-floor Atelier, where clients configure colours, finishes, internal elements, and hardware, is one of only two Ferrari Style ateliers worldwide.

The players

Ferrari Style

The lifestyle and accessories arm of the Italian luxury automaker Ferrari, which sells apparel, leather goods, and collectibles.

Rocco Iannone

The creative director who led development of the New York flagship's design.

Luigi Chinetti

The racing driver and dealer who opened Ferrari's first North American showroom in Manhattan in 1954.

The details

The store was developed under the creative direction of Rocco Iannone, with Berlin-based Gonzalez Haase AAS handling the architecture and Milan-based Formafantasma creating the display language. The Atelier is enclosed by floor-to-ceiling leather curtains, and the opening is marked by a capsule collection made for the New York store.

1954: Luigi Chinetti opened Ferrari's first North American showroom on West 55th Street in Manhattan.
November 9, 2026: Ferrari Style announced the opening of its SoHo flagship.

Culture Shift

Ferrari's New York presence began in 1954 with Luigi Chinetti's showroom on West 55th Street, when the brand's American retail footprint was limited to cars. The SoHo flagship marks the expansion of that footprint into apparel and accessories sold alongside automotive collectibles.

New York shoppers can now buy Ferrari-branded apparel, leather goods, and collectibles in SoHo without travelling to New Jersey, Miami, or Las Vegas. Those interested in custom orders can visit the upper-floor Atelier to choose colours, finishes, and hardware for bags and accessories.

The takeaway

Shoppers interested in made-to-order luxury accessories can visit the upper-floor Atelier to configure bags with their own colours, finishes, and hardware, a service available at only two Ferrari Style locations worldwide.