Maserati
Atelier of Passion

Maserati has unveiled its new global retail store concept; designed with the customer in mind it embodies the Maserati values of passion, innovation, and beauty through the lens of Italian luxury. Outside the showroom, visitors’ attention is captured by a bold window installation with a single hero car set in front of a theatrical backdrop of an LED wall. Inside, guests are greeted in a contemporary space that features a large hospitality island serving as a configuration counter, complete with a bar offering Italian-style espresso or cold-pressed juices. Maserati’s new showrooms present the cars dramatically, spot-lit like dynamic sculptures in a darkened art gallery with soft-lit wall displays encompassing the storytelling showroom. 

Brand Twenty Two is proud to be in partnership with Turner and Townsend, providing design services alongside their project management for this ambitious global rollout. We are thoroughly enjoying being part of their team, working on all areas of the experience, including exterior signage, showroom layout, furniture and finishes, lighting, the multi-sensory experience, e-mobility requirements, CPO (certified pre-owned cars) and Service, helping to deliver wholly brand-compliant facilities.