When we spoke to Bill Peffer, CEO of Maserati Americas in July, he mentioned that Maserati would continue to emphasize the Fuoriserie customization program. In line with that statement, the Italian manufacturer has taken a bold step in redefining automotive retail experiences with the unveiling of its first retail store concept in North America. Located at Boch Maserati in Norwood, Massachusetts, this innovative approach signifies a departure from traditional car showrooms, aiming to elevate the luxury craftsmanship of the House of the Trident.
The official launch took place in Norwood, Boston, on November 29, 2023. It follows the global premiere of the retail concept in Milan's historic Magenta district last year. The facility offers a unique environment for customers to immerse themselves in the bespoke world of Maserati and sets a new standard for luxury automotive showrooms.
Luxury and Style at the Forefront
Designed in collaboration with New York-based design firm, Eight Inc., the 7,450-square-foot space can be seen as part luxury fashion retailer, part upscale restaurant, and part private club, with a generous infusion of rich Italian design and Maserati's signature hospitality. The showroom occupies 3,100 square feet and presents Maserati vehicles as innovative artworks within an exclusive art gallery, where adjustable spotlights illuminate the cars.
Curated exhibits and exclusive elements from the Fuoriserie collection complement this innovative setting. The concept also adds a storytelling element through a large wall projection at the back of the showroom, which draws customers deeper into Maserati's storied history.
Interactive Spaces for a Personalized Experience
The space features several interactive areas, adding a personalized touch to the retail experience. The Launchpad is a theatric and immersive space with dramatic lighting, designed as a staging point for test drives and vehicle deliveries. Customers who prefer a more private environment can take advantage of the consultation rooms which are equipped with the high-tech MXE 3D configurator for a serene environment to personalize their new Maserati cars.
Speaking to more than 200 attendees at the store's opening, Ernie Boch Jr., President of Boch Maserati, expressed pride in leading this new retail concept in the Americas and emphasized the importance of emotion and connection in bespoke customer experiences. In addition to highlighting Maserati's latest fleet, including the iconic GranTurismo, the all-new Grecale Trofeo SUV, the revolutionary MC20 Coupe, and Cielo Spyder, the launch event also featured Mr. Boch's Classic Maserati Collection, showcasing the brand's evolution.
The facility at Boch Maserati is part of a broader global initiative following the openings of similar stores in Milan, London, and other locations. This innovative approach is set to expand across North America in 2024, heralding a new era in luxury car retailing. With this new space focusing on configuration and customization with the help of the Fuoriserie program, the Italian manufacturer's forward-thinking approach to luxury automotive retail is a sign of good things to come.
This new concept is more than just a showroom; it's a destination where the Maserati legacy and future converge in a spectacular display of luxury and innovation.