The Prancing Horse gallops in to the heart of Milan with a new flagship store. Ferrari has thrown open the doors of its newest core store in Via Berchet. Located a stone’s throw from the Duomo in the historic Palazzo Ricordi, the store spreads over 8,072 square feet and rises up to three floors with fifteen windows overlooking Milan’s most central shopping streets.
Designed by architect Massimo Iosa Ghini, this flagship is the second to be owned directly by Ferrari, after the one in Ferrari’s hometown of Maranello. Luring all Ferrarri fans, the store is one stop shopping destination offering men’s, women’s and children’s apparels along with accessories, design objects, toys, memorabilia and more.
WWD reports that the ground floor is home to the upscale men’s Pr1ma ready-to-wear collection, entirely manufactured in Italy; the line retails for about 50 to 60 percent more than the Fan and Lifestyle collections, situated on the same store level but in a separate area.
Upstairs, customers will find a range of women’s wear, kids’ wear and toys, with a play area where Ferrari’s smallest customers can color their own cars on a touch-screen television.
Since Ferrari is not just a fashion brand, the store ups the ante by offering an experience beyond shopping too. Visitors will be entertained with interactive video walls, multi-sensory brand-experience stations and four F1 simulators which render the thrill of five different race-tracks. With such adrenaline boosting experiences, shopping at this Ferrari Store can never get boring.
Though the simulators will be available at the end of April, shoppers can indulge in fun playing with a giant Carrera racetrack and remote control cars till then.
