After the Italian runway debut, Ferrari opens its new U.S. lifestyle and fashion boutique in Los Angeles

Situated at 360 N Rodeo Drive in Beverly Hills, Ferrari’s newest retail outpost follows the 2021 openings of the company’s fashion and lifestyle stores in Maranello, Italy and Milan, Italy.

At 205 square meters, Ferrari’s Los Angeles store houses and sells the company’s recently debuted ready-to-wear and accessories collection, conceived by Creative Director Rocco Iannone.

The first Ferrari runway show, which was revealed with a womenswear and menswear event in Italy over June of 2021, featured a comprehensive lineup of sportive outerwear and daywear, as well

as footwear, bags and sunglasses.

Ferrari Los Angeles store was designed in collaboration between Iannone and Ferrari’s global creative and retail teams.

Building off of the Maranello and Milan locations, a sleek balance of terracotta, glass and artisanal painting comprises the Los Angeles space. A centerpiece cylinder structure, which stands at the center of the store, offsets the neutral color scheme with a bolt of classic Ferrari red. Notable accents include leather furniture and Alcantara wall panels (such as a yellow example trimmed with caramel in the dressing rooms).

Ferrari’s Los Angeles store also retains a centerpiece artwork: an exploded V8 engine from a Ferrari Portofino, frozen in time and suspended in the air like a supercar starburst. Each Ferrari fashion and lifestyle store features—and will feature—some form of artwork created around the company’s automobile heritage.

Regarding the U.S., Ferrari chose Los Angeles to introduce its newest retail destination because of the city’s inextricable links to popular culture, as well as the fact that Ferrari, too, has long been

an ostensible pop icon. Hollywood and the music business are especially important sectors that have boosted Ferrari’s brand awareness (and resultant mystique). Highlight examples of this include everything from Ferrari cars seen in the TV programs Miami Vice and Magnum, P.I. to the moniker of Frank Ocean’s 2016 song “White Ferrari.” The next step is a complete renovation of an existing Ferrari store in another U.S. pop culture hub: Miami, Florida.

Overall, Ferrari’s expansion into fashion and lifestyle is but one element of the company’s diversification strategy. The intention is to keep the Prancing Horse among the world’s most recognized icons while developing new businesses that complement and evolve Ferrari’s brand legacy.