Italian carmaker Maserati unveils its first new global retail showroom concept

Maserati has unveiled its new global retail store concept, debuting with the opening of a new space in the heart of Milan’s historic Magenta district.

The idea is Intended to express the Italian House’s power and prowess in Italian luxury craftsmanship, the innovative retail concept combines the refinement of a sartoria – a tailor’s atelier – with the rawness of an officina – a workshop, allowing clients to unleash their creative passion to bring to life their own bespoke vision of the ultimate luxury sports car.

The architectural concept was co-created together with the New York-based experience design firm Eight Inc. and marks a departure from the traditional aesthetics of the “bright and sterile” car showroom.

Key highlights include inviting a new environment, imbued with Italian beauty and the way cars on display are dramatically spot-lit.

“From the early stages of developing a new car to the complete luxury retail experience, everything at Maserati is designed with the client in mind. Our new store concept embodies our values of passion, innovation and beauty through the lens of Italian luxury. Our wish here is for clients to express their passion by creating their very own Maserati”, says Davide Grasso, CEO of Maserati.

Outside the store, visitors’ attention is captured by a show-stopping window installation with a single “hero” vehicle set in front of a theatrical backdrop of an LED wall. Inside, guests are greeted in a contemporary living space that features a large ‘kitchen island’ serving as a hospitality and configuration counter, complete with a bar offering Italian-style espresso, wines or cold-pressed juices.

A palette of earthy colours, evoking old towns in the Italian countryside, is used throughout the interior of the space and is further highlighted by the contemporary loose furniture and displays developed by Cassina Custom Interiors. Softly lit wall displays feature sliding glass panels, revealing wheel caps and steering wheels exhibited like jewellery, as well as a selection of the softest hand-crafted leather samples.

Visitors are encouraged to discover the retail store on their own terms, by experiencing the cutting-edge MXE 3D digital configurator on a large-screen in a private consultation room or by feeling the thrill of the ‘launch-pad’, in an immersive experience that celebrates the memorable moments of test driving and vehicle handover, culminating with a dramatic reveal of the Maserati car captured on camera for customers to share with their family and friends.

The ultimate Maserati experience available at the new store concept is known as ‘Fuoriserie’, the Trident’s customisation programme, which allows clients to express their personality and creativity to design one-of-a-kind vehicles. They can start from a blank slate and include a wide range of personalisation features, from bold exterior colours and patterns to the subtle details in the multi-coloured stitching of the interior leather upholstery.