A sexy, chic quartet of gleaming Ferraris was the talk of the East End when Prindiville launched its luxury showroom.
Petrol-heads cast admiring glances at the scarlet motors – wheeled into the global dealer’s second London base for its opening on Thursday, October 1.
The cars proved a perfect colour match for the prestigious global car sales, brokerage and hire firm’s striking black and red branding.
Founder Alex Prindiville said the launch event was “a celebration of Ferrari to date”.
He said: “It’s like an archive of Ferrari – we’ve got the Testa Rossa 1980s supercar, the F40, the Enzo which was named after Ferrari’s son then the modern version with the LaFerrari.
“I own them all and like to drive each one but the F40 is probably my favourite.
“And it’s got to be in red and with red seats.”
The launch event was a hit with those attending.
Mann Island Finance operations manager Graham Ellis nodded at the Enzo, and said: “I don’t know what this is – but it looks like sex on a stick.”
Limehouse man Ron Edwards shares a passion for all things swish and speedy with sons Chili and Indigo.
He said: “This showroom is awesome – I hope people get themselves across from Canary Wharf and come by.
“The Ferrari’s are just dreams – there are things I love to have and things that are more practical, and I’m dreaming about a family-size Maserati.”
While the deeper red shades of the Enzo attracted the most attention, passers-by outside stopped and stared at around 40 more high-end cars including Mercedes and Lamborghini parked up under the arches.
The Limehouse Basin site isn’t only a destination for supercar fans.
There’s also high-end artwork and posters on display, including original prints of Audrey Hepburn and James Bond films as well as luxury watches.
The latter will be offered free to customers who purchase a Ferrari.
Alex said: “I just like it – you come to buy an expensive car so you might as well buy an Andy Warhol at the same time.
“Sometimes you go into car showrooms and events and it’s a bit stuffy – we like to mix it up a bit.
“This is a great success and I’m very happy with it.
“We’ve had a wonderful turnout from the community and a great response from residents – they’ve been really positive about the showroom and given us their support.”
The man at the helm of Prindiville’s neighbouring unit – luxury fitness centre Limehouse Marina Elite – voiced his support for the Prindiville brand.
CEO Dominic Stow said: “We are privileged to have this next door.
“It encompasses our elite brand and the cars are fantastic – they’re exceptional and truly unique.
“I’ve got my eye on a Porsche Panamera – I wonder if I can get a discount?
Showroom is by appointment only.