Last night, Maserati feted the opening of its world’s first new retail store along with personalities from the world of fashion, showbiz, sports and music in the heart of Milan’s elegant Magenta district. Intended to express the Italian House’s power and prowess in luxury craftsmanship, the innovative retail space 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.
Italian – French – Egyptian model and social entrepreneur Elisa Sednaoui, Spanish top model, actor and philanthropist Jon Kortajarena, Italian actor Alessandro Borghi, world-class skipper Giovanni Soldini, Italian pianist and composer Dardust were among those who raised a glass and celebrated the opening Maserati’s new flagship store. Guests enjoyed an intimate preview of the new space sipping Italian sparkling wines and savoring exquisite delicacies by Michelin-starred chef Massimiliano Alajmo, while enjoying the tracks spun by Italian DJ Scilla Ruffo di Calabria.
The pioneering new architectural concept, co-created together with the New York-based experience design firm Eight Inc., 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”, says Davide Grasso, CEO of Maserati.
Outside the store, guests’ attention was captured by a show-stopping window installation with Maserati’s latest spyder MC20 Cielo set in front of a theatrical backdrop of an LED wall. Inside, guests were greeted in a contemporary living space of earthy colors, evoking old towns in the Italian countryside, and were encouraged to discover the retail store on their own terms.
The ultimate Maserati experience available at the new flagship store 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.
Following the world debut in Milan, Maserati will be opening new 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.
