So this weekend Ferrari F1 driver Kimi Räikkönen opened The Ferrari Store on Regent Street, London.  I have a number of problems with this, many of them aptly illustrated by some choice shots of the interior and the products therein.  See this tat after the jump.

Problem number one is most definitely the name.  Putting “The” and “Store” in the name is not remotely classy.  Might as well call it “Ferrari Zone”.

So what does this shop sell you ask?  Well, I’ll tell you.  Pencils.  Baseball Caps.  Aftershave.  All the tourist-entrapping shite you’ve seen everywhere for the last 20 years or so, yet have never had the compulsion to purchase.  This leaves only those with amnesia or profound learning difficulties with any chance of buying anything.  But that’s not all, you can’t accuse Ferrari of being gimmicky or tokenistic.  Oh no.  Because there are F1 parts you can buy.  You know, for your F1 car.  Let me tell you Ferrari, the only people who will even enter this sanity-vacuum will be teenaged foreign exchange students.  Who will shoplift.

The ceremony’s finale was a “drive by” (I LOL’d) by some iconic Ferraris including an F40, F50 and Enzo.  Why bother?  Why not just watch the road for 5 minutes or so and you’ll see a number of those in the passing traffic.  This is Regent Street.  One of the richest addresses in the world.  If the opening ceremony had been in Albania, I’m sure Kimi would have shit his pants.

Via Luxuo