Monaco has a new landmark for Ferrari enthusiasts. On September 12, BPM Exclusive officially unveiled its new Atelier on avenue Albert II and an all-new Ferrari Approved pre-owned showroom on rue du Gabian. Together, these two spaces, spanning over 1,300 m², redefine the Ferrari experience in the Principality, fusing cutting-edge service with the unmistakable spirit of the Prancing Horse.
While the showroom for new Ferrari models remains at its historic location on avenue Princesse Grace, this expansion signals a bold evolution: not just selling and servicing cars, but creating an immersive lifestyle hub dedicated to Ferrari.
A Place Where Performance Meets Lifestyle
Nestled in the heart of Fontvieille, the new Atelier and pre-owned showroom are more than functional addresses. They represent a modern convergence point for Scuderia Monte-Carlo’s services. Visitors will find next-generation workshops equipped for maintenance and repairs on Ferrari’s thermal, hybrid, and even historic models, all handled by factory-trained technicians.
But the vision goes far beyond technical excellence. The Atelier is designed as a true living space for the Ferrari community, hosting everything from exclusive car presentations and immersive experiences to lifestyle events, fashion showcases, and live broadcasts of major racing events like the 24 Hours of Le Mans and Formula 1 Grand PrixTM.
Interviewed by HelloMonaco about the inspiration to design the interior inside which looked very “New York -stylish” Guido Giovannelli, Director of BPM Exclusive enthused:
“Yes, but it’s true. You know, we have spent a lot of time to find the best compromise. Of course, the main target was to sell cars, to repair the cars, to have a service that is at the level of Ferrari. So that was the base. But it was not only that. We wanted to do something that was also very nice, beautiful for our customers because as I said before, we wanted to use this site, this aftersales also for different activities that are not just limited to the service of the Academy, but also for sports, to have a meeting with our pilots. So the idea was to have a space that was able to do that.
And what we have in Monaco here is the ability to unite Ferrari lovers internationally. In Monaco we have a lot of culture, a lot of countries represented, a lot of people that are coming from abroad. The idea is also for Ferrari to have a kind of site that is representative, that is unique and also to show to the customer that maybe they have many activities and can deliver in the US, so multi-sphere. So we have designed this site with Ferrari, with the Ferrari team, of course in line with the guidelines of Ferrari, but also with the idea to do something that will be unique.”
“It was important for us not only to create a workshop at Ferrari’s level of excellence, but also a place that feels unique and inspiring for our clients,” explains Guido Giovannelli, Director of BPM Exclusive. “We designed it as a versatile space, one that can welcome sports gatherings, Academy activities, even meetings with our drivers. It’s not just a service centre, it’s a home for Ferrari passion.”
Monaco: The Perfect Stage for Ferrari
Asked why Monaco was the ideal location, Giovannelli underlined the Principality’s international dimension:
“Monaco brings together cultures and people from all over the world. Ferrari wanted a site that could reflect that spirit, a place both unique and representative. Working hand in hand with Ferrari’s design team, we created a space aligned with their guidelines but also tailored to be distinctive, something that feels truly Monégasque.”
The Exhibition: 21 Ferraris, Stories of Emotion
To celebrate the opening, BPM Exclusive is hosting a special exhibition throughout September featuring 21 exceptional Ferraris, split between the new Atelier and the pre-owned showroom. The lineup is a journey through the brand’s legacy and future: from the legendary Ferrari 250 GT Boano, Daytona 365 GTB4, Testarossa, and the Ferrari 599 GTO the “ultimate icon,” to modern icons like the SF90 Stradale, 296 GTS, Monza SP2, 12 Cilindri, and the elegant Roma Spider.
“Each model tells a story and sparks an emotion,” Giovannelli shares. “The Testarossa instantly brings me back to the Miami Vice era, the Ferrari 250 evokes the spirit of the Mille Miglia, and the 599 GTO is, for me, the ultimate icon of Ferrari innovation and performance. This exhibition isn’t just about looking back, it shows how Ferrari’s history continues to be written today.”
A Destination for Ferrari Aficionados
With this unveiling, BPM Exclusive underscores its commitment to keeping all services and experiences in Monaco. Clients can count on: Maintenance & Repairs for thermal, hybrid, and historic models. Advanced Diagnostics with state-of-the-art Ferrari technology. Original Parts Only, ensuring authenticity and reliability and Personalized Client Care, tailored to each car and driver
More than just a showroom, the new Ferrari hub in Fontvieille is a destination where heritage, innovation, and lifestyle converge.
The exhibition runs until September 30, 2025, open to the public daily from 9h–19h (closed 12h–14h).
Addresses:
• Ferrari Approved Pre-Owned Showroom: 16, rue du Gabian, Monaco
• New Atelier: 19, avenue Albert II, Monaco
