In the same way that a lover of Louis Vuitton luggage may want to dine at an LV-branded cafe, or a Dior addict may want to rest their head on a Dior pillow on a Dior bed at a Dior hotel, why wouldn\u2019t an aficionado of Ferrari sportscars not want to wear a plush jacket or a sleek pair of pants from the Italian automobile company?<\/p>\n
\u201cLook at what Louis Vuitton is doing\u2014they are becoming the first sponsor at F1,\u201d says Rocco Iannone, creative director of Ferrari\u2019s ready-to-wear collection. \u201cThey are too big to sell only small leather goods and bags. So they need to enlarge their experiences.\u201d<\/p>\n
\u201cLuxury,\u201d he added, \u201cis becoming very multidimensional.\u201d<\/p>\n
Iannone was at Ferrari\u2019s newly opened Soho boutique, in a former Nespresso space directly opposite the Prada store (all three brands are Italian icons, in their own way, if you think about it). The store is all sinuous lines of burnished steel, evoking the monumentality of a Richard Serra sculpture, set off against concrete, glass, and leather. Downstairs is the brand\u2019s more commercial collection, with a stand of logo baseball caps and small accessories like pens and keychains on display,<\/p>\n