First Ferrari Store on Regent Street in London

First Ferrari Store on Regent Street in London

Former F1 champ Kimi Raikkonen Wednesday, May 6th officially opened the UK’s first Ferrari Store at 193-197 Regent Street, London.

Raikkonen was then treated to a specially arranged drive-by from some of the greatest Ferraris ever made. Legendary models taking part included a Daytona, F40, F50 and Enzo.

The two-story 530 square-meter premises which is entirely the work of the Studio Massimo Iosa Ghini, in the heart of London’s fashionable Mayfair, is claimed to be as much a “homage to the history and spirit of Ferrari’s twin souls of racing and luxury” as a retail outlet. In case customers can’t make up their minds, the store-second only in size to the firm’s flagship showroom in Milan-offers a plethora of Prancing Horse-themed mechandise for sale, but also offers entertainment.

Visitors can try their hand at Playstation games or watch a large ‘tube light screen’ capable of showing videos or stills all devoted, of course, to Ferrari. They can also watch a direct feed from Ferrari TV on two large LCD screens or use a touch screen to browse the firm’s luxury goods including watches, sunglasses, model cars, clothing, baseball caps, mountain bikes, and even carbon-fiber humidors. Needless to say, the Regent Street Store offers a wide selection of products and accessories to service the needs of all Ferrari enthusiasts. In fact the only item customers can’t buy there is a full-size Ferrari. For that, it’s necessary to visit one of the firm’s 15 UK showrooms.

Racing fans won’t be disappointed, either, as there’s a selection of genuine Formula One car parts available, including pistons, steering wheels, and even an entire Ferrari engine.

The centerpiece at the store, on Regent Street, is a replica Formula 1 racing car… and the counter, which was signed by Raikkonen after he cut the ribbon.

The London Store, which at one point was flanked by a display of new and classic Ferraris, joins similar establishments in Italy, Spain, USA, China, among others.

The store was created and will be managed by the Percassi Group, a high profile Italian and international retail company that also owns the Ferrari Store in Milan which opened its doors in September 2005.

The Ferrari Store development programme includes plans to bring the number of openings to more than 40 over the next three years in Europe, America and the Middle and Far East.

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Source: telegraph.co.uk, evo.co.uk, luxuo.com, and yankodesign.com

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