Maserati, the epitome of luxury and performance, has recently unveiled its first North American retail store concept at Boch Maserati in Norwood, MA, near Boston. The official launch event, held on the evening of November 29, showcased a groundbreaking architectural design that merges the elegance of a tailor’s atelier with the authenticity of an Italian officina.
Co-created with the New York-based experience design firm, Eight Inc., the new store echoes the sophistication of a luxury fashion retailer, restaurant, or private club. Spread across more than 7,450 square feet, the space offers visitors a unique experience, with 3,100 square feet dedicated to a showroom that presents Maserati vehicles as dynamic sculptures in a darkened art gallery. The adjustable spotlights and low ambient light levels create a captivating atmosphere, allowing the cars to stand out in their raw yet sophisticated setting.
But it’s not just about showcasing vehicles; the space is carefully curated with exhibits and elements from the Fuoriserie collection, immersing guests in the rich world of Maserati. A large wall projection tells the story of the brand, creating a focal point at the rear end of the showroom and inviting customers to explore the full depth of the space.
The launch event, attended by over 200 guests, celebrated not only the opening of the retail concept but also introduced the new fleet of Maserati vehicles, including the iconic GranTurismo, the all-new Grecale Trofeo SUV, and the revolutionary MC20 Cielo and MC20 Coupe. Additionally, Mr. Boch’s Classic Maserati Collection took center stage, illustrating the historical, technical, and design evolution of the company.
The President of Boch Maserati, Ernie Boch Jr., expressed his excitement about spearheading this new retail concept in the Americas, stating, “The new showroom is the embodiment of modern Maserati – allowing clients to bring their passions to life in an inviting, creative space that doesn’t feel like a typical auto retail setting.”
As Maserati continues its global expansion, the concept will roll out in additional locations across North America in 2024. To explore this extraordinary retail space, visit Boch Maserati at The Automile, 441 Providence Hwy, Norwood, MA 02062.
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