Milan gets Maserati’s first global retail store concept

KUALA LUMPUR: Yes, Maserati has revealed a new global retail store concept that expresses the automaker’s power and prowess in Italian luxury craftsmanship.

Maserati CEO Davide Grasso on the brand’s new store concept said, “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”.

The images of the new store concept tell a lot about the utter luxury it has to offer. Let’s now check out the store’s key highlights -

• Maserati’s new global retail store concept known as “Fuoriserie”, opened its doors for the first time in the historic Magenta district of Milan
• The store concept is co-created by the automaker with Eight Inc., a New York-based experience design firm
• It is a combination of a Sartori's refinement and an Officina's rawness; gone is the traditional aesthetics of the car showroom and an art gallery-like feel
• The store gives its clients the freedom a specify their bespoke needs for the car
• Interior design is taken care of by Cassina Custom Interiors
• A cutting-edge experience for the clients via MXE 3D digital configurator with a large screen
• The store concept is a part of Maserati’s OTO (online to offline, and vice versa)retail experience

It gets attention capturing elements both on the inside and out for instance,

• A show-stopping window installation
• Contemporary living space with a large ‘kitchen island’
• A bar offering cold-pressed juices, Italian-style espresso, and wines
• Contemporary loose furniture
• An earthy colour palette reflects old towns of the Italian countryside
• Softly lit wall displays with sliding glass doors, steering wheels, wheel caps, and a selection of hand-crafted leather samples
• Several digital touch points like ‘My Maserati Showroom’ reservation online portal

• “My Maserati Expert” offers clients information online
• “Remote test drive”, offering clients the leisure to book and test cars 24/7 at the company’s showroom or home
• “Multi-channel service booking”, offering clients to book service appointments online

After Italy and North America, the new Maserati store concept will open up in Hong Kong, Berlin, Shanghai, and Madrid by the end of this year. Adding to the list of locations in 2023 are Tokyo, Los Angeles, London, and Toronto.

Also Read: Here’s your first official look at the 2023 Maserati GranTurismo