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Maserati Launches New Showroom Design Bridging Online, Offline Shopping

Maserati has launched a new global store concept in Milan, Italy. The sleek showroom showcases how the brand can seamlessly blend online and offline car shopping experiences while wooing clients in a luxurious setting.

The new store, co-created with New-York-based experiential design firm Eight Inc., opened in the city’s historic Magenta district, and will serve as a model for future locations. The shop has window installations featuring “hero” cars, such as the MC-20, with an LED wall behind them. Inside, the retail space has an island where customers can configure their vehicles while Maserati serves hospitality, serving Italian-style espresso, wine or cold juice.

The space is laid out like an art gallery, with vehicles illuminated like statues. The soft-lit display case features the brand’s wide selection of rims and steering wheels. There’s also a place to show off the company’s available color palettes, handcrafted leather options, and more. Clients can customize their vehicle in a private consulting room using the company’s MXE 3D digital configurator.

Maserati will also offer the Fuoriserie programme, which allows clients to create unique vehicles. They can choose from a variety of personalization options, such as exterior paint, patterns, multi-colored stitching, and more. Maserati launched the program in the US this year for 2022 model year vehicles.

This new store will help Maserati in the OTO retail experience (online-to-offline, and vice versa). Clients can configure and order their vehicle at home through the My Maserati Showroom before finalizing the sale at the dealer of their choice. Clients can schedule a test drive in the showroom or at home. Maserati also allows clients to request information and schedule service appointments online.

Milan is the first of several stores that Maserati plans to open. The new design will be located in Hong Kong, Shanghai, Melbourne, Madrid and Berlin by the end of the year. In 2023, Maserati will be launched in more places, including Los Angeles, London, Tokyo, and Toronto. Automakers continue to experiment with how customers buy cars, with some focusing on boutique retail spaces that don’t emphasize the typical high-pressure dealer experience.


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