Maserati Debuts New Showroom Design Bridging On-line, Offline Procuring

Maserati has launched a brand new world retailer idea in Milan, Italy. The stylish showroom showcases how the model can seamlessly mix the web and offline automobile buying experiences whereas courting shoppers in an expensive area.

The brand new retailer, co-created with the New-York based mostly expertise design agency Eight Inc., is opening within the metropolis’s historic Magenta district, and it’ll be the mannequin for future places. The shop has a window set up displaying a “hero” automobile, like an MC-20, with an LED wall behind it. Inside, the retail area options an island the place clients can configure their car whereas Maserati dishes up some hospitality, serving Italian-style espresso, wines, or cold-pressed juices.

The area is laid out like an artwork gallery, with the autos spot-lit like sculptures. Tender-lit show circumstances showcase the model’s varied rim and steering wheel selections. There’s additionally a spot to indicate off the corporate’s out there coloration palette, hand-crafted leather-based selections, and extra. Shoppers can customise their autos in non-public session rooms utilizing the corporate’s MXE 3D digital configurator.

Maserati will even supply its Fuoriserie program, which permits shoppers to create one-of-a-kind autos. They’ll select from varied personalization choices, reminiscent of exterior paint, patterns, multi-color stitching, and extra. Maserati launched this system within the US this 12 months for 2022 mannequin 12 months autos.

The brand new retailer will assist Maserati in its OTO (online-to-offline, and vice-versa) retail expertise. Shoppers can configure and ebook their car at house by My Maserati Showroom earlier than finishing the sale at their most well-liked vendor. Shoppers can schedule take a look at drives at a showroom or at house. Maserati additionally permits shoppers to request data and schedule service appointments on-line.

Milan is the primary of a number of shops that Maserati plans to open. This new design will likely be places in Hong Kong, Shanghai, Melbourne, Madrid, and Berlin by the top of the 12 months. In 2023, Maserati will launch in additional locations, together with Los Angeles, London, Tokyo, and Toronto. Automakers proceed to experiment with how clients purchase automobiles, with some specializing in boutique retail areas that de-emphasizes the standard high-pressure dealership expertise.