The concept establishes a consistent spatial language for future locations, focusing on organisation, materiality, lighting, and custom furnishings. The existing façade is preserved. The original entrance is reinstated, anchoring the project in its London context. A blackened
steel frame defines the storefront, mediating between exterior and interior and drawing the view inward with a restrained, sculptural presence. The intervention remains calm and open, allowing the architecture to frame the fashion without emphasis. The design is grounded in classical principles of proportion and clarity, not as nostalgia, but as a basis for permanence. These principles are translated through contemporary materials and construction, creating a quiet balance between continuity and innovation. Inside, the store is organised around a hand-brushed stainless steel perimeter system that wraps the space. It functions as both display and support, flexible enough to adapt to seasonal collections and events. Its precise, utilitarian character contrasts subtly with the historic stone envelope and extends into the storefront vitrine, creating continuity between inside and outside. Ferrari red appears in controlled accents within an interior defined by minimal surfaces, curved geometries, and seamless detailing. The architecture remains restrained, allowing the collection to remain central. The space is conceived for durability rather than short-term expression. A sculptural staircase connects the three levels, establishing vertical continuity and organising movement through the store. Its materiality and filtered brown glass introduce depth without visual weight, reinforcing the calm and measured atmosphere. The architecture avoids literal references. It does not translate automotive form, but instead applies shared values of precision, control, and endurance. The London store of 850 square meters presents a refined and adaptable environment, intended to remain relevant over time and across locations.

Release:
March 2026

Address:
45-50 Old Bond Street, London

Status:
Completed

Credits:
Photographs by Gonzalez Haase AAS, Ed Reeve and Nick Soland