SWIZZ BEATZ DESIGNED THE FIRST CAPSULE AT FERRARI SOHO

Swizz Beatz already owned the cars. Now there's a Swizz Beatz Ferrari capsule too, in black, covered in New York patches, and you can only buy it in one building. The producer designed it with Rocco Iannone, Ferrari's creative director, for the house's new SoHo store at 92 Prince Street, and nothing from it sells anywhere else.

That's the news. The better part is who Ferrari asked.

Swizz Beatz isn't a fashion designer on loan. He's a customer, and he's been one for years. Ferrari handed its first New York guest collection to a man who already had the keys.

"It's been a true honor to be the 1st person to design a capsule for Ferrari's new NYC store," he said when the collection came out. He credited Iannone as the one who came before him and called him "the great of greats." He also said the project had "been top secret for a long time."

Nero Purosangue, With New York Sewn On

The capsule is built on Nero Purosangue, a Ferrari black named for the Purosangue, the house's four door car. It's set against graphics and patches that reference New York, according to nss magazine.

The two of them didn't start from blank patterns. nss reports that they took existing Ferrari pieces and turned them into something new, which is a workshop habit more than a runway one. It suits the room. Iannone built the store around the idea of the Officina, the Ferrari workshop, and a collection made by reworking finished things belongs in a place like that.

Black is the quiet choice for a house everyone pictures in red. It's the right one. Red Ferrari clothing reads as a souvenir from a factory tour. Black with a patch on it is something a person in New York might wear on a Tuesday.

The capsule was shown at the opening on Thursday, November 12 and went on sale the next day.

Swizz Beatz Collected the Cars First

Swizz Beatz's history with Ferrari runs through the garage, and Ferrari has put it on camera before. In December 2023 the company's own magazine gave him a six part video series, Incredible Garages with Swizz Beatz, filmed around the cars he keeps in California. The lineup covered there includes a Daytona SP3, a Monza SP1, a Monza SP2, a LaFerrari and a 599 GTO.

"My goal is to have all the SPs," he's said, meaning the limited run Icona cars.

So when Ferrari wanted someone to speak for it in New York, it picked a producer who buys what the factory builds. That's a different kind of credibility than a fashion name brings. Nobody has to explain why he's there.

The opening was a family job too. His son DJ'd the event, and Swizz Beatz thanked Ferrari for the invitation. He signed off with a line that sounds like a second chapter. "Can't wait until they see what's next."

Ferrari has leaned on people outside Maranello all year. The F40 alone carried three separate star turns in 2026, among them Lewis Hamilton arriving at Monza in a restored one and a Pebble Beach display tied to Michael B. Jordan's Thomas Crown Affair remake. A producer designing clothes fits that run. Enzo Ferrari started a racing team in 1929, eighteen years before the first car wore his name.

Prince Street Keeps the Capsule to Itself

Ferrari Style's first permanent New York store is a two level, 6,835 square foot space in its own freestanding building where Prince Street meets Mercer, per WWD. The ground floor holds men's ready to wear, shoes, leather goods, accessories and Ferrari Collectibles. Upstairs are the women's collections and the Atelier, a made to measure service that exists in only one other place, the London flagship that opened on Old Bond Street in March.

Berlin's Gonzalez Haase AAS did the architecture and Milan's Formafantasma designed the displays, the pairing Iannone used in London. Ferrari also scheduled its Spring 2027 runway show for the Jack Shainman Gallery in TriBeCa on opening day. It joins Ferrari Style stores in New Jersey, Miami and Las Vegas.

Keeping a capsule inside one shop is how new flagships are getting opened this month. A week earlier in London, Palace's Burberry capsule went on sale at one address only, the skate label's new Poland Street store.

A store only collection gives people a reason to walk in. It works better when the name attached means something to the brand, and this one does. The man who wants every SP in his garage now has a collection of his own hanging at 92 Prince Street, and he says there's more coming.