Maserati has unveiled its first concept store


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 new architectural concept was created together with Eight Inc. from New York. This is an experienced design firm, and it marks a departure from the traditional “bright and sterile” car showroom aesthetic. The new environment features dramatically illuminated cars like dynamic sculptures in a dark art gallery.

“From the early stages of a new car’s development to the full luxury retail experience, everything at Maserati is designed with the customer in mind. Our new store concept embodies our values: passion, innovation and beauty through the prism of Italian luxury. Our desire is for customers to express their passion by creating their own Maserati model,” says Davide Grasso, Maserati CEO.

What does the Maserati concept store look like?

Outside the store, visitors’ attention is captured by a spectacular display window installation. Inside, guests are greeted as if in a contemporary living space. There is a large “kitchen island” that serves as a hospitality and setup area. It is equipped with a bar that offers Italian-style espresso, wines or cold-pressed juices.

“When we consider a new design project, we imagine an experience that defines a human process and how that experience can shape what inspires and influences us. The new Maserati store is a bridge between the House of Trident and its passionate customers, designed to offer a multi-sensory luxury retail experience with a contemporary design language true to the essence of the brand,” says Tim Kobe, CEO of Eight Inc.

Customers are encouraged to discover the concept store on their own terms. They can experience the state-of-the-art MXE 3D digital configurator on a large screen in a private consulting room.

The ultimate Maserati experience available at the new store concept is known as ‘Fuoriserie’. This is the customization program for Trident brand models. Fuoriserie allows customers to express their personality and creativity to design unique vehicles.

After the world premiere in Milan, Maserati will implement its new retail concept in its stores in Hong Kong, Shanghai, Melbourne, Madrid and Berlin by the end of 2022, with more locations to be inaugurated worldwide in 2023, including Los Angeles, Toronto, London and Tokyo.

Source: Maserati


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