By: STEPHANIE DAVIS SMITH
A refashioned lifestyle boutique by a luxury automaker races into Avenutra Mall.
Rossa Corsa. It is the lifeblood hue of Ferrari, which translates to “racing red,” the brand’s signature color. That shade, along with Gialloy Fly, or bright yellow, cover the walls of the new Ferrari Store at Aventura Mall. Stateside, it’s only the second emporium of its kind by the luxury automaker, perfectly aligning with Miami joining the Formula 1 Grand Prix circuit (the other location is in Los Angeles).
Both colors cover leather banquettes, rounded display tables, and curved walls. The vibrant shades are paired alongside bright whites and sleek Terracotta entranceways. Black lighting panels are inset into the ceiling and are a subtle nod to circular racetracks and drag racing lines. Brushed aluminum accents abound.
Ferrari goes hand in hand with Miami pop culture. The red and yellow are synonymous with the Italian racing cars, as well as the Ferrari Testarossas that cruised the Magic City during the “Miami Vice” era. It’s safe to say, Crockett and Tubbs would be regulars at this shop. First off, the boutique is peppered with Ferrari photographs from Miami of decades past. Secondly, the images are filled with neon lights and pay major homage to the nostalgia of those characters’ halcyon days.
With 10 floor-to-ceiling windows at the front of the boutique, Ferrari’s Fall/Winter 2022-23 ready-to-wear fashion collection by brand’s creative director Rocco Iannone is on display in a show stopping way. Ferrari fans will find the Prancing Horse tastefully incorporated into menswear, womenswear, accessories, and even children’s clothes. Think silk button-down shirts, classic hoodies, and unique technologically advanced items such as a 2-in-1 bomber jacket that transforms into a lightweight cardigan. Expect forward-thinking textiles and designs that mirror Ferrari’s renowned auto prowess. Pieces are often made with recycled materials, as the brand has remained committed to limited environmental impact. Small gifts, shoes, bags, watches (a kids’ academy watch perhaps?), and sunglasses (Ray-Ban collabs) are also favorites among early shoppers.
For those South Floridians who’ve been to Milan or Maranello, Italy, they’ll notice this Miami outpost is similar to the Ferrari lifestyle stores in those cities, as well as its aforementioned sister Los Angeles boutique. As luxury and heritage auto brands move further and further into the lifestyle market, expect Ferrari to eventually move past your closet, too. One could easily imagine the Prancing Horse coming off the highways and maybe even into your living room next. On your marks, get set, go!