Ferrari Store opens on Park Avenue in New York

Ferrari Store-New York

The Ferrari Store of New York, located on the corner of 55th Street and Park Avenue, celebrated its grand opening last Wednesday – with help from Zach Braff, Olivia Palermo, Matthew Settle and Justin Theroux – and showed off its collection of Ferrari-branded clothing and accessories in addition to its cars.

“A monobrand space is stronger than having two different brands from the same parent company,” Max Ferrari, Global Head of Licensing & Retail, told Huffington Post. “The idea was to make a very exclusive statement in New York, so we decided to put together the showroom of the cars and create a real store.”

But while some customers might think there’s no need for, say, a Ferrari-branded teddy bear or polo shirt or pair of sunglasses, the company’s North American president and CEO explained the purpose: indoctrinating kids into becoming Ferrari-lovers for life.

“The moment where a man or a women, any human being, defines his greatest aspirations and dreams are from 8 to 12,” Marco Mattiacci told New York Magazine of the brand’s strategy to feature children’s clothing and toys in the store.

From now on, those visiting the Ferrari Store will be able to chose from all types of Ferrari products (except cars, of course, but anyone can do that in the nearby showroom), including lifestyle, fan collections, miniatures, accessories, sportswear and so on.

So far, the Italian manufacturer operates, through Forza Retail, 5 official stores (including the NY one) in Los Angeles, San Francisco, Honolulu, and Miami. In the past two years, Ferrari engaged in a world wide offensive to open such locations across the world, with the target being to open 60 more the next two years all around the world.

By far the most exclusive store opened in early June in Dubai, on a 1,000 square meters of single-story floor space and after a considerable investment.

What do you think about the Ferrari Store on Park Avenue in New York? 

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Source: huffingtonpost.com and autoevolution.com

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