Located in a beautiful historic stone building, the store features a Ferrari Formula 1 racing car on display and carries the full line of Ferrari by Panerai watches, sunglasses, luggage, clothing, model cars and even Ferrari-branded bicycles – everything but actual cars. Ferrari’s Formula 1 driver Kimi Raikkonen presided over the opening of the chic boutique, billed as not just a store but an “homage to the history and spirit of Ferrari’s twin souls of racing and luxury.”

Ferrari plans to open 40 retail stores worldwide to capitalize on customers who want a bit of (relatively) affordable Ferrari magic.