Maserati has launched a brand new international retailer idea in Milan, Italy. The stylish showroom showcases how the model can seamlessly mix the net and offline automobile procuring experiences whereas courting shoppers in an expensive area.
The brand new retailer, co-created with the New-York primarily based expertise design agency Eight Inc., is opening within the metropolis’s historic Magenta district, and it’ll be the mannequin for future areas. 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 prospects can configure their automobile whereas Maserati dishes up some hospitality, serving Italian-style espresso, wines, or cold-pressed juices.
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The area is laid out like an artwork gallery, with the autos spot-lit like sculptures. Delicate-lit show instances 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 personal session rooms utilizing the corporate’s MXE 3D digital configurator.
Maserati may even provide its Fuoriserie program, which permits shoppers to create one-of-a-kind autos. They will select from varied personalization choices, reminiscent of exterior paint, patterns, multi-color stitching, and extra. Maserati launched this system within the US this yr for 2022 mannequin yr autos.
The brand new retailer will assist Maserati in its OTO (online-to-offline, and vice-versa) retail expertise. Shoppers can configure and e-book their automobile at dwelling via My Maserati Showroom earlier than finishing the sale at their most popular supplier. Shoppers can schedule check drives at a showroom or at dwelling. 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 might be areas in Hong Kong, Shanghai, Melbourne, Madrid, and Berlin by the tip of the yr. In 2023, Maserati will launch in additional locations, together with Los Angeles, London, Tokyo, and Toronto. Automakers proceed to experiment with how prospects purchase vehicles, with some specializing in boutique retail areas that de-emphasizes the standard high-pressure dealership expertise.
