Maserati has unveiled its new global retail store concept, with the opening of a new space in Milan.

The new design marks a departure from the traditional aesthetics of the “bright and sterile” car showroom, according to the brand.

It is one layer of the larger Maserati OTO (online to offline) retail experience, which encourages a customer journey developed in close partnership with all dealerships.

The online and off retail experiences are integrated with a series of digital touch points, including the My Maserati Showroom reservations online portal where clients can configure and book their car from home, later completing the purchase at their preferred showroom.

Further digital services, currently available in Italy and North America, are My Maserati Expert, which allows clients to request information online, the Remote test drive, enabling clients to book and test their car 24/7 at a showroom or at their home, as well as the Multi-channel service booking, which allows booking the service appointment online.

“From the early stages of developing a new car to the complete luxury retail experience, everything at Maserati is designed with the client in mind. Our new store concept embodies our values of passion, innovation and beauty through the lens of Italian luxury. Our wish here is for clients to express their passion by creating their very own Maserati”, says Davide Grasso, CEO of Maserati.

Maserati’s new showroom presents the cars dramatically, spot-lit like dynamic sculptures in a darkened art gallery.

Outside the store, visitors’ attention is captured by a window installation with a single “hero” vehicle set in front of a theatrical backdrop of an LED wall. Inside, guests are greeted in a contemporary living space that features a large kitchen island serving as a hospitality and configuration counter, complete with a bar offering Italian-style espresso, wines or cold-pressed juices.

Softly lit wall displays feature sliding glass panels, revealing wheel caps and steering wheels exhibited like jewellery, as well as a selection of the softest hand-crafted leather samples.

The site is equipped with an MXE 3D digital configurator on a large-screen in a private consultation room, while the ‘launch-pad’ provides an immersive experience that celebrates the memorable moments of test driving and vehicle handover, culminating with a dramatic reveal of the Maserati car captured on camera for customers to share with their family and friends.

An experience known as ‘Fuoriserie’ allows clients to design one-of-a-kind vehicles, by choosing from a wide range of personalisation features.

Following the world premiere in Milan, Maserati will deploy its retail concept in its stores in Hong Kong, Shanghai, Melbourne, Madrid and Berlin by the end of 2022, with many more locations across the world to come in 2023, including Los Angeles, Toronto, London and Tokyo.

Maserati owner Stellantis has confirmed that retail franchisees of its Alfa Romeo and DS car brands and all light commercial vehicle (LCV) operations will be subject to agency model sales contracts from 2023.