Maserati has launched a new global store concept in Milan, Italy. The chic showroom showcases how the brand can seamlessly combine online and offline car-buying experiences while wooing customers in a luxurious space.
The new store, co-created with New York-based experience design firm Eight Inc., opens in historic Magenta, and it will be the model for future locations. The store features a window installation displaying a “heroic” car, such as an MC-20, with a wall of LEDs behind it. Inside, the retail space features an island where customers can configure their vehicle while Maserati cooks up some hospitality, serving Italian-style espresso, wines or cold-pressed juices.
15 Pictures
The space is laid out like an art gallery, with vehicles lit up like sculptures. Softly lit display cases present the brand’s various choices of rims and steering wheels. There’s also a place to show off the company’s available color palette, handcrafted leather choices, and more. Customers can customize their vehicles in private consultation rooms using the company’s MXE 3D digital configurator.
Maserati will also offer its Fuoriserie program, which allows customers to create unique vehicles. They can choose from various customization options, such as exterior paint, patterns, multi-color stitching, and more. Maserati launched the program in the United States this year for 2022 model year vehicles.
The new store will help Maserati in its OTO retail experience (online to offline and vice-versa). Customers can configure and reserve their vehicle from home via My Maserati Showroom before finalizing the sale at their preferred dealership. Customers can schedule test drives at a showroom or at home. Maserati also allows customers to request information and schedule service appointments online.
Milan is the first of several stores that Maserati plans to open. This new design will be implemented in Hong Kong, Shanghai, Melbourne, Madrid and Berlin by the end of the year. In 2023, Maserati will launch in more locations, including Los Angeles, London, Tokyo and Toronto. Automakers continue to experiment with how customers buy cars, with some focusing on retail spaces that downplay the typical high-pressure dealership experience.
Maserati has launched a new global store concept in Milan, Italy. The chic showroom showcases how the brand can seamlessly combine online and offline car-buying experiences while wooing customers in a luxurious space.
The new store, co-created with New York-based experience design firm Eight Inc., opens in historic Magenta, and it will be the model for future locations. The store features a window installation displaying a “heroic” car, such as an MC-20, with a wall of LEDs behind it. Inside, the retail space features an island where customers can configure their vehicle while Maserati cooks up some hospitality, serving Italian-style espresso, wines or cold-pressed juices.
15 Pictures
The space is laid out like an art gallery, with vehicles lit up like sculptures. Softly lit display cases present the brand’s various choices of rims and steering wheels. There’s also a place to show off the company’s available color palette, handcrafted leather choices, and more. Customers can customize their vehicles in private consultation rooms using the company’s MXE 3D digital configurator.
Maserati will also offer its Fuoriserie program, which allows customers to create unique vehicles. They can choose from various customization options, such as exterior paint, patterns, multi-color stitching, and more. Maserati launched the program in the United States this year for 2022 model year vehicles.
The new store will help Maserati in its OTO retail experience (online to offline and vice-versa). Customers can configure and reserve their vehicle from home via My Maserati Showroom before finalizing the sale at their preferred dealership. Customers can schedule test drives at a showroom or at home. Maserati also allows customers to request information and schedule service appointments online.
Milan is the first of several stores that Maserati plans to open. This new design will be implemented in Hong Kong, Shanghai, Melbourne, Madrid and Berlin by the end of the year. In 2023, Maserati will launch in more locations, including Los Angeles, London, Tokyo and Toronto. Automakers continue to experiment with how customers buy cars, with some focusing on retail spaces that downplay the typical high-pressure dealership experience.