Maserati lovers are in for a treat as the Italian luxury vehicle manufacturer launches its debut global retail store concept. Located in the heart of Milan’s historic Magenta district, the unique space brings together the “refinement of a sartoria – a tailor’s atelier – with the rawness of an officina – a workshop.” Aiming to set itself apart from other vehicle retailers, here, clients will be able to get as creative as they wish to materialize their exclusive version of the ultimate luxury sports car.
The dedicated experience is named ‘Fuoriserie’, which is the Trident’s customization program, enabling clients to design bespoke vehicles in line with their personalities. Customization starts from a blank slate and includes a wide range of personalization features to play with—from bold exterior colors and patterns to less obvious details such as the multi-colored stitching of the interior leather upholstery.
Although the architectural concept of the store was co-created with New York-based design firm Eight Inc., fine Italian craftsmanship is at the core of the space, which prides itself on a welcoming ambiance as opposed to the more commonly seen “bright and sterile” car showrooms. Outside, visitors will come across a special window installation that sees a single “hero” vehicle set in front of an LED wall. The theatrical experience follows through inside, where visitors can sip on espresso or cold-pressed juices offered at a kitchen island-style hospitality and configuration counter. As for the cars, they are displayed in dramatic fashion, like sculptures under spotlights in a darkened art gallery.
The aesthetics of the space are also reminiscent of old towns in the Italian countryside via interiors colored in a palette of earthy hues. Other highlights include contemporary loose furniture and displays developed by Cassina Custom Interiors, softly lit wall displays with glass panels that slide to unveil wheel caps and steering wheels presented like jewelry, and hand-crafted leather samples.
“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,” says Davide Grasso, CEO of Maserati. “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.” After its launch in Milan, the retail concept will be deployed in Maserati stores in Hong Kong, Shanghai, Melbourne, Madrid, and Berlin by the end of 2022, with many more locations across the world to come in 2023, including Los Angeles, Toronto, London, and Tokyo.