Maserati bares new store concept in Milan

Maserati has unveiled its first global retail store located at the heart of Milan’s historic and elegant Magenta district.

Intended to express the Trident brand’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 pioneering architectural concept was co-created with New York-based experience design firm Eight Inc. and marks a departure from the traditional aesthetics of the “bright and sterile” car showroom. The inviting new environment, imbued with Italian beauty, presents the cars dramatically spot-lit like dynamic sculptures in a darkened art gallery.

“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”, said Maserati Chief Executive (CEO) Davide Grasso.

"When considering 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 as a bridge between the House of the Trident and its passionate clients, designed to provide a multi-sensory luxury retail experience with a contemporary design language, true to the essence of the brand”, commented Eight Inc. CEO Tim Kobe.

The ultimate Maserati experience available at the new store concept is known as “Fuoriserie,” Maserati’s customization program, 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 personalization features, from bold exterior colors and patterns to the subtle details in the multi-colored stitching of the interior leather upholstery.

Following 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 many more locations across the world to come in 2023, including Los Angeles, Toronto, London, and Tokyo.

Photos from Maserati

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