Britain’s first Ferrari store opened on London's Regent Street this week, with F1 driver Kimi Räikkönen doing the honours with the scissors and ribbon.
The event caused a scrum of activity along one of London's busiest shopping streets, as a parade of classic Ferraris from past and present was commandeered to mark the occasion, turning parts of central London into what looked more like the Chelsea players' car park. Getting the collection - which included an Enzo, F40, 250 California Spyder and Nick Mason's (Pink Floyd drummer and Ferrari enthusiast) multi-million pound 250 GTO - through the maze of London buses and white vans without a scratch was worthy of celebration in itself.
The store is the brand's 25th opening, housing the ever-increasing range of Ferrari merchandise, from perfumes through to baby clothes, and includes a 2005 F1 replica car by the entrance. 193-7 Regent Street, London, W1B 4LY
The July issue of Esquire features an interview with Ferrari chairman Luca di Montezemolo, on sale 8 June