“It is a fantastic honour to be here in London to open the new Atelier, just before the British Grand Prix this weekend,” Massa commented in a Ferrari press release, adding - in a quite impressive display of smooth PR speak: “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.”

VIP clients, both from the UK and internationally, will be invited to personally tailor their Ferrari at the Atelier, and specialist staff will be on hand to provide clients with the ultimate customer experience to assist them in realising their dreams. The Atelier also features a lounge for Ferrari clients which features the same furniture and designs as can be found in the factory in Maranello to ensure a consistent customer experience even outside of Italy.

The cars currently on display are: a Ferrari 458 Italia, the latest mid-engined V8 berlinetta and BBC Top Gear’s Car of the Year 2009; a Ferrari California, Ferrari’s first front-engined V8 and one of the most successful cars in the luxury GT segment; and a very special 1970 Ferrari 512S which was driven by Mario Andretti and Chris Amon at Daytona and Sebring before being driven by Derek Bell in the film Le Mans. The Atelier complements HR Owen’s existing premises on Old Brompton Road which is soon to undergo a complete refurbishment and will reopen later this year as a solus Ferrari dealership with the full range of Ferrari and Ferrari Approved cars on display.