Maserati opens new retail concept in North America

After opening the first of its new concept stores in the U.K., Maserati has now opened a new retail store concept in North America.

Located in Boston, Massachusetts, the new location is said to marry the refinement of a tailor's atelier with the rawness of an Italian officina to inspire customers as they build and purchase their bespoke Maserati.

The pioneering new architectural concept was co-created with the New York-based experience design firm, Eight Inc., and echoes a luxury fashion retailer, restaurant, or private club, imbued with rich Italian design and signature Maserati hospitality. The site presents Maserati's cars lit as if they are dynamic sculptures in a darkened art gallery, to allow the products to stand out against their surroundings.

The vehicles are also surrounded by curated exhibits and Fuoriserie collection 'elements', so as to bring guests into the rich world of Maserati. A large projection wall also sits at rear end of the showroom, creating a focal point and attracting customers to further explore the history of the brand.

The showroom also sports additional rooms that will serve as locations to celebrate test drives and deliveries, while consultation rooms each equipped with the high-resolution 3D configurators will also be available for those that prefer to build their own car up in a quieter setting.