Ferrari F1 driver Felipe Massa took time out in the build-up to the British Grand Prix to help open Ferrari’s latest new UK car facility.
The new Ferrari Atelier complements Ferrari’s London car dealership in South Kensington. It is situated at the Berkeley Hotel in Knightsbridge, one of the most exclusive 5-star hotels in the capital.
“It is a fantastic honour to be here in London to open the new Atelier, just before the British Grand Prix this weekend,” said Massa, who went on to enjoy a thrilling battle with Lewis Hamilton in the race.
“Knightsbridge is such an international and cosmopolitan part of London, it’s great to see the Prancing Horse take centre stage in this iconic part of one of my favourite cities in the world.”
The Atelier will serve as a personalisation suite, where Ferrari customers can choose colours and trims for their new cars, while enjoying the full Ferrari corporate experience.
A dedicated separate facility within the Berkeley Hotel, the new ‘haute couture’ Ferrari Atelier is the first such facility outside Italy. It carries full Ferrari branding, and is focused around a luxury lounge that replicates a similar facility at Ferrari’s Maranello HQ.
The idea is for Ferrari customers to use the existing South Kensington dealer facility for routine maintenance, but make all their buying decisions when speccing a bespoke Ferrari at the Berkeley Hotel Atelier.
Ferrari now plans to invite both UK and international VIP customers to personally tailor their Ferrari at the Atelier. Staff will be on hand to guide them through the process.
To mark its opening, Ferrari gathered a classic range of cars for display at the facility. These included a new Ferrari 458 and Ferrari California models, along with a 1970 Ferrari 512S driven by Mario Andretti and Chris Amon at Daytona and Sebring.
The car was also actually driven by Derek Bell in the film Le Mans!
