Maserati has showcased the MC20 supercar as part of the launch of Situ Live, a new retail experience at Westfield London.
Situ Live is a new type of boutique-style retail space that displays products from world-leading lifestyle brands, spanning 7,500 square feet.
Visitors can immerse themselves both physically and digitally in the brand at their own pace including the opportunity to explore the MC20 alongside a space dedicated to Fuoriserie, Maserati’s distinctive personalisation programme.
After viewing the car, interacting with the car configurator and looking at colour and trim samples, visitors are then able to continue their journey through the official Maserati dealer network by scanning a QR code.
Peter Charters, general manager of Maserati North Europe, said: “Launching Maserati at Situ Live is a really exciting moment for us, it marks a new way for us to engage with people, and we’re looking forward to introducing new audiences to this iconic brand. Complementing our existing retail network, we have designed the space so visitors can experience our brand and cars in a new and truly Maserati way.”
Maserati said it will continue to showcase new vehicle introductions at Situ Live and will look to use the destination to introduce new product reveals in the future.
Warren Richmond, founder and CEO of Situ Live, added: “The purpose of retail has changed. We want a destination to discover and experience products before buying, our aim is to take visitors on a journey through various themed theatres and introduce them to exciting innovations. We provide a destination where shoppers can interact and better understand products, then if they find something they like, the can simply scan a QR code.”