@intern.pierre: I flew to London to visit Ferrari’s new flagship store on Bond Street. 45 Old Bond Street. 9,150 square feet. Three floors. The old De Beers space in the heart of Mayfair. No Scuderia merch, just the high-end ready-to-wear and lifestyle collections under creative director Rocco Iannone. What I found: → Store was completely empty on a weekday → Driving moccasins at €700+ stored without shoe trees → Women’s summer pieces made from polyester and heavy leather → Womenswear sized for someone who is 6’0 and eats air for every meal → Linen pants with real diamond studs on the pockets → Miniature wrench earrings → Hats at €600 The SA followed me around the entire time until I told her I was an investor doing a store check. Ferrari is also paying $1,800/sq ft for a similar location on Prince Street in SoHo. At comparable size that’s roughly $16.2M/month in rent. For a fashion line nobody asked for. Meanwhile Porsche just announced the GT3 S/C, manual transmission, physical buttons, €269,000. The Ferrari Amalfi Spider starts at basically the same price. Which would you choose? Full analysis including the curious timing of the Acquired podcast episode and why I think Ferrari is losing its way - link in bio. I am an unpaid intern and an idiot. #Ferrari #BondStreet #Porsche #Luxury #RACE

Intern Pierre

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Wednesday 15 April 2026 11:26:27 GMT