Maserati opens new concept store in the U.K.

Maserati has opened its first U.K. new store concept. Located near London, the opening was attended by David Beckham, Maserati's Global Brand Ambassador, who arrived in a striking black GranTurismo.

The new site is said to mark a departure from the traditional bright and sterile car showroom, instead adopting a welcoming and contemporary ambience, chosen to express the brand's power and prowess in Italian fine craftsmanship.

Here, inspiration is said to have been drawn both from the refinement of a sartoria (a tailor's atelier) as well as the rawness of an officina (a workshop), in order to create a space that allows customers to unleash their creative passion to bring to life their own bespoke luxury car. The space also makes use of a palette of earthy colours evoking old towns in the Italian countryside, while the cars are spot-lit like dynamic sculptures in a darkened art gallery.

The new location also offers an informal cafe lounge area, merchandise installation and a 'Fuoriserie' space where customers can express their personality and creativity through Maserati's customisation programme, bringing their bespoke designs to life on a large cutting-edge 3D digital configurator screen.

The launch of the new site comes as Maserati's sales in the U.K. continues to grow. The brand is gearing up for the launch of its electric Folgore range in the U.K.