Maserati Unveils New Store Concept


Maserati, the Italian luxury car maker, has unveiled its new global retail store concept, debuting with the opening of a new space in the historic Magenta district of Milan.

Maserati partnered with Eight Inc., a New York-based experience design firm, to create the new architectural concept. Marking a departure from the traditional aesthetics of the “bright and sterile” car showroom, the new environment presents the cars dramatically – spot-lit like dynamic sculptures in a darkened art gallery.

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 colors, evoking old towns in the Italian countryside, is used throughout the interior of the space, 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 jewelry, as well as a selection of soft, hand-crafted leather samples.

The innovative retail concept, states Maserati, is “intended to express the … power and prowess in Italian luxury craftsmanship [and] 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.”

“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.

Other features of the new Maserati concept include:

  • Clients can experience 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 reveal of the Maserati car captured on camera for customers to share with their family and friends.
  • The “Fuoriserie” customization program 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 personalization features, from bold exterior colors and patterns to the subtle details in the multi-colored stitching of the interior leather upholstery.
  • The online and off retail experiences are seamlessly integrated with a series of digital touch points, including “My Maserati Showroom” reservations online portal – debuted in North America – where clients can configure and book their car from the comfort of their home, later completing the purchase at their preferred showroom.

Following the world premiere of the retail concept in Milan, Maserati will deploy the concept in its stores in Hong Kong, Shanghai, Melbourne, Madrid and Berlin by the end of 2022, with more locations across the world planned for 2023, including Los Angeles, Toronto, London and Tokyo.