The Italian luxury carmaker Ferrari is strengthening its lifestyle division with two flagship stores set to open in 2026 on Bond Street in London and in Soho, New York, as part of a broader strategy to engage wider audiences through personal luxury goods, collectibles and experiences.
“Ferrari is racing, sports cars and much more. It is a lifestyle. A lifestyle that reflects the dual identity of our brand: inclusive, inspiring the dreams of many, and exclusive, fulfilling the dreams of few,” said the company in a statement.
Through lifestyle, Ferrari engages a wide audience consistent with the brand’s DNA and strengthens the sense of community. Ferrari’s lifestyle dimension involves personal luxury goods, collectibles and experiences.
Ferrari will open flagship stores in London and New York
Since 2019, Ferrari’s lifestyle strategy has benefited from the streamlining of licenses, the rationalization of the retail network and the strengthening of strategic partnerships. Puma is for instance the official outfitter of the Ferrari F1 team since 2004. Furthermore, the company has been expanding its offering in terms of both product positioning and distribution channels. Ferrari has also created an in-house design team, to ensure unique brand coherence and governance.
Next year will mark a milestone, with the opening in 2026 of two flagship stores, on Bond Street in London and in Soho, New York. In addition, Ferrari plans to expand its presence through direct-to-consumer events and pop-ups, while continuing to organize a range of experiences from exclusive activations to its museums in Maranello and Modena.
Ferrari is headquartered in Maranello, Italy, where it designs and produces its iconic luxury cars. Scuderia Ferrari, named after its founder Enzo Ferrari, has won 16 Constructors’ Championships and 15 Drivers’ titles.
