Scuderia Ferrari Marlboro Formula 1 driver Felipe Massa has officially opened HR Owen’s new Ferrari boutique at the Berkeley Hotel in Knightsbridge, London.

The new Ferrari “Atelier” has a dedicated personalisation room which has been modelled on the Atelier at the Ferrari factory in Maranello, Italy.

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 assist customers.

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.

The Atelier complements HR Owen's existing premises on Old Brompton Road which is soon to undergo a refurbishment and will reopen later this year as a dedicated Ferrari dealership.

Andy Duncan, HR Owen chief executive officer, said: "In May we set out a wider strategy to develop HR Owen into an organisation that offers the very best luxury car experience in the world to its clients - this project is just part of achieving precisely that and further strengthens our partnership with Ferrari in London."