In a striking tribute to its longstanding connection with the Principality of Monaco, Ferrari has unveiled a new temporary store at the iconic Fairmont Monte Carlo hotel, strategically timed to coincide with the excitement of the Formula 1 Grand Prix.
Perched above one of the world’s most famous racing circuits, the Fairmont Monte Carlo offers a fitting stage for Ferrari’s latest retail concept, combining the thrill of motorsport with refined Italian luxury. The store reflects Ferrari’s commitment to design excellence, elegance, and innovation—values synonymous with both the brand and the Monaco lifestyle.
Designed under the creative direction of Rocco Iannone, the boutique is a physical manifestation of Ferrari’s evolving identity, where heritage meets modernity. The space features a striking interplay of rich textures and cutting-edge materials: soft leather furnishings, Alcantara drapes, and plush wool rugs are offset by industrial elements like raw e-coated aluminum and smoked glass. These components create a dynamic yet harmonious environment, echoing the design codes of Ferrari’s fashion collections.
A standout feature is the store’s asymmetrical façade, anchored by a seamless display window and an entrance that mirrors the polished red aluminum of three central tables. Inside, bespoke furniture bearing Ferrari’s iconic “F” silkscreen is complemented by iconic pieces of modernist design, including the Monte Carlo Sofa and Tube Light Floor Lamp by Eileen Gray—on loan through official licensor Aram Designs Ltd, London.
The store will offer an exclusive selection of Ferrari fashion and lifestyle collections, alongside licensed merchandise, collectibles, and limited-edition items, making it a must-visit destination for Ferrari aficionados and design lovers alike.
Located within one of Monaco’s premier luxury destinations, the Ferrari pop-up is now open and will remain in place for a full year, offering visitors a unique immersion into the world of Ferrari just steps from the Grand Prix action.
@ferrari
