Ferrari has unveiled a new pop-up boutique at the Fairmont Monte Carlo, marking another high-profile expression of the brand’s connection to the Principality, just as Monaco’s most anticipated weekend of the year gets underway.
Overlooking the heart of the Formula 1 Tag Heuer Grand Prix de Monaco circuit, the boutique blends the unmistakable elegance and craftsmanship of Ferrari with the dynamic energy of the race. Described as a concept store that fuses tradition with innovation, the space reflects the identity of the Ferrari fashion collections created under artistic director Rocco Iannone.
Inside, a carefully curated design language unfolds: rich textures in leather, Alcantara curtains, and wool carpets meet polished industrial materials, including raw aluminium and smoked glass. The aesthetic is intentionally bold yet balanced, with sleek asymmetrical windows and a vivid red entryway that matches a trio of aluminium tables within. Every detail—from the satin-finished metal fixtures to the custom furniture marked with Ferrari’s signature “F”—evokes the precision and prestige of the brand.
The boutique also includes modernist design pieces such as the Monte Carlo sofa and Tube Light Floor lamp by renowned architect Eileen Gray, reinforcing the space’s blend of heritage and modernity.
Open from 21st May and remaining in place year-round, the boutique will offer Ferrari’s lifestyle and fashion collections, licensed merchandise, collectibles, and a rotating selection of exclusive and limited-edition pieces.
It adds another layer of luxury to the Fairmont Monte Carlo, a flagship hotel that has long played a central role in Grand Prix week. Situated between the historic Monte-Carlo district and the new Mareterra development, the hotel is also home to Nobu, Nikki Beach, Amù Monte Carlo, and a vast rooftop overlooking the iconic hairpin turn of the race circuit.
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