Ferrari Style opens its first New York store at 92 Prince Street

Ferrari fashion is setting foot in Manhattan. Its Ferrari Style line is moving into the corner of Prince Street and Mercer Street, in the heart of SoHo, with its first New York store. Fashion, leather goods, collectibles and bespoke services come together behind a steel and glass facade.

At 92 Prince Street, on the corner of Mercer

The official store page, published by Ferrari, presents it as “Ferrari Style’s first New York flagship”, a destination dedicated to the brand’s lifestyle. It stands at 92 Prince Street, zip code 10012, on the corner of Mercer Street. It opens to the public on Thursday 12 November 2026, according to several sources; Ferrari has not yet issued a press release. Opening hours are already posted: 11 am to 7 pm Monday to Saturday, 12 pm to 6 pm on Sunday.

Ready-to-wear, leather and bespoke

The store offers ready-to-wear, accessories, leather goods and collectibles. It also offers bespoke services, with pieces made to order. Private appointments can be booked, with client advisors on hand to guide visitors through the collections. In-store pickup of online orders is also available.

A concept that began in London

The London flagship, opened in 2026 at the junction of Old Bond Street and Piccadilly, served as the first manifesto. Set in a 1905 Queen Anne-style building whose Portland stone facade has been preserved, it covers 850 square metres. Creative director Rocco Iannone designed it with Berlin architecture firm Gonzalez Haase AAS and Milan design studio Formafantasma. Their inspiration is the Officina, the Ferrari workshop: brushed steel around the perimeter, a concrete floor, glass and aluminium display windows, touches of red. Ferrari has not yet named the architects of the SoHo store.

A fifth address in the United States

Before SoHo, Ferrari Style’s US network was thin. The official store locator lists a store at Aventura Mall in Miami, another at the American Dream centre in East Rutherford, New Jersey, an outlet store in Orlando and a temporary store in Las Vegas, on Las Vegas Boulevard. New York thus becomes the brand’s fifth address in the United States, and the only one presented as a flagship.

Why Ferrari is betting on lifestyle

The opening stems from the strategic plan Ferrari presented in October 2025 at its Capital Markets Day. The group announced that 2026 would be marked by two flagships, on Bond Street in London and in SoHo, New York. Ferrari also planned to expand its presence through direct-to-consumer events and pop-up stores. To gauge the brand’s weight, see Ferrari’s third-quarter 2026 results and the Ferrari F50 auction record.

Information verified on 10 November 2026. Sources: official page of the Ferrari Style New York flagship, Ferrari store locator for the United States, official page of the London flagship, Ferrari strategic plan of October 2025.