Maserati has revealed its new global retail store concept, debuting with the opening of a new space in the heart of Milan’s historic and elegant Magenta district.
The pioneering 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. The inviting new environment, imbued with Italian beauty, presents the cars dramatically spot-lit like dynamic sculptures in a darkened art gallery.
Outside the store, visitors’ attention is captured by a show-stopping window installation with a single “hero” vehicle set in front of a theatrical backdrop of an LED wall. Inside, guests are greeted in a contemporary living space that features a large ‘kitchen island’ serving as a hospitality and configuration counter, complete with a bar offering Italian-style espresso, wines or cold-pressed juices.
A palette of earthy colours, evoking old towns in the Italian countryside, is used throughout the interior of the space and is further highlighted by the contemporary loose furniture and displays developed by Cassina Custom Interiors. Softly lit wall displays feature sliding glass panels, revealing wheel caps and steering wheels exhibited like jewellery, as well as a selection of the softest hand-crafted leather samples.
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.
