Maserati has unveiled its new global retail store concept.
The new space sits in the heart of Milan’s historic Magenta district.
The new architectural concept was co-created together with the New York-based experience design firm Eight Inc. and marks a departure from the traditional aesthetics of the “bright and sterile” car showroom.
“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 Davide Grasso, CEO of Maserati.
“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”, added Tim Kobe, CEO of Eight Inc.
The new store concept is one layer of the larger Maserati OTO (online to offline) retail experience, which envisions an innovative customer journey developed in close partnership with all dealerships.
The online and off retail experiences are 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 Trident showroom.
Following the world premiere in Milan, Maserati will deploy its 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.