Turn your head at that very specific corner where Old Bond Street and Piccadilly meet, and you’ll see Ferrari’s new lifestyle hub. The Maranello brand has turned out to be way more than horsepower now. It’s slowly building a world around itself, and London, the global crossroads of culture, style, and tech, is where it wants to land.
Who knew you could dress a 1905 Queen Anne building in a sharply contemporary interior, fully stripped of any retro baggage, and make it look this good. Ferrari Style’s creative director Rocco Iannone, Berlin-based architecture studio Gonzalez Haase AAS, and Milan’s Formafantasma collective apparently did. Portland stone façade on the outside, polished and brushed steel on the inside. 850 square meters and guests (Lewis Hamilton, Ed and Amy Westwick, and the list goes on) are greeted by three very shiny, and very red, Formafantasma sculptures, car doors made into mannequin-like constructs.
And that shade was everywhere. From industrial sofas to leather handrails, and velvet elevators that climb from the ground floor to the Tailor Made Atelier on the first, where customers get to play designer for a bit, and the upper floor, where collectibles and installations find a new life. All this metal and concrete, and red shows up again and again, from the runway collections we’ve seen during Milan fashion week to the capsule pieces that Rocco let us get a glimpse of.
Naturally, my brain jumps straight to that one jacket the Internet couldn’t stop obsessing over (guilty as charged). Leather on top, wool below, and a needle-punched process that locks wool fibers into lamb leather, creating the kind of degradé effect that makes you think it just happens naturally, even though every stitch is planned. The there’s the so-called Q-Cycle, a fabric that turns old tires into silk-like yarn. Jackets, bags, knitwear, whatever you want. Waste becomes luxury, a red one too.
