Maserati has opened a new showroom in Gangnam, Seoul, which implements a novel retail concept that embodies the elegance of ‘Sartoria’, meaning tailor’s workshop, and the raw emotion of ‘Officina’, meaning workshop. This unveiling also showcased the Grecale Trofeo special edition ‘Colors of Seoul’. The ‘Colors of Seoul’ is a creation by legendary designer Ken Okuyama, who previously designed the 5th generation Quattroporte, marking another collaboration between Maserati and Okuyama in this special edition.
During the event held on the 4th at the Maserati Gangnam showroom, Takayuki Kimura, the General Manager of Maserati Korea, introduced this pioneering retail concept, aimed at enhancing customer experience. Notably, world-renowned designer Ken Okuyama visited Korea to showcase his work, the Grecale ‘Colors of Seoul’, utilizing Maserati’s custom program, Fuoriserie.
The application of this new global store concept marks the first step towards enhancing customer experience since Maserati Korea officially launched in July. Maserati has integrated the elegance of ‘Sartoria’ and the raw feel of ‘Officina’ into this new concept at the existing Gangnam showroom, allowing customers to immerse themselves in Maserati’s core values of ‘Italian luxury’ and ‘craftsmanship’. To provide a more pleasant experience, the showroom is fully reservation-based during weekdays and will prioritize guests with reservations on weekends.
Maserati’s new global store concept was realized in collaboration with the experience design firm ‘EIGHT’ based in New York. Departing from the typical bright and bland atmosphere of showrooms, this new design illuminates vehicles like sculptures in a dark art gallery, creating enchanting settings filled with the beauty of Italy in the middle of an urban environment.
Outside the showroom, a captivated hero car is placed against an LED wall, drawing attention. Upon entering, customers are greeted by a large kitchen island offering Italian-style beverages.
The interior incorporates earthy tones reminiscent of Italy’s ancient towns, maximized with modern furniture and displays designed by the high-end Italian furniture brand, ‘Cassinus Custom Interiors’. Wall displays softly illuminate wheel caps and steering wheels like jewels, while also showcasing the highest quality handcrafted leather samples.
Customers can customize their vehicles using an advanced MXE (Maserati Experience Engine) 3D digital configurator controlled via a large screen in private consultation rooms. Furthermore, ‘Launch Pad’ offers an immersive experience, allowing customers to share the exhilarating moment of test driving and vehicle delivery with family and friends.
The ultimate Maserati experience at the newly transformed Maserati Gangnam showroom is epitomized by the custom program, Fuoriserie. Through Fuoriserie, customers can express their individuality and creativity, designing a one-of-a-kind Maserati vehicle by choosing various options such as exterior colors, patterns, and interior details.
Takayuki Kimura, General Manager of Maserati, expressed pride in the official opening of the newly reborn Gangnam showroom, which marks another milestone following Maserati Korea’s inception in July. He stated, “It signifies Maserati’s deep commitment and dedication to the Korean market. The new global store concept is designed to provide an ‘ultimate experience’ befitting a luxury brand. In this space filled with the beauty of Italy, customers fully immerse themselves in Maserati’s story, experience its heritage, gain unique inspiration, and feel value at every moment. Maserati’s mission is to ensure every visitor leaves with a distinct and special experience.” Kimura also expressed delight in collaborating with the legendary Ken Okuyama again to unveil the Grecale special edition, stating, “It is an honor to present such a special vehicle, and I hope this occasion inspires exploring infinite possibilities in creating dream cars through the Fuoriserie program.”
The Grecale Trofeo special edition ‘Colors of Seoul’ unveiled on this day is another masterpiece designed by legendary industrial designer Ken Okuyama, using Maserati’s Fuoriserie program.
Ken Okuyama, who previously designed the 5th generation Maserati Quattroporte, rejoined Maserati after nearly 20 years to draw inspiration from Korea’s culture and traditions for the ‘Colors of Seoul’ design, realized through the Fuoriserie program.
‘Colors of Seoul’ features a unique design reminiscent of Korea, based on Maserati’s luxury SUV, the Grecale Trofeo trim. The exterior is adorned with a color similar to white porcelain, embodying the Confucian spirit of Korea, known as ‘Bianco Audace’. The addition of blue accents evokes the vivid colors of traditional Korean architecture.
The interior is equally special. The seats showcase a calming white color with a hint of blue, harmonizing with the body color. Soft leather and Alcantara have been used, and the seatbacks and surfaces are elegantly decorated with a V-pattern identical to that seen in the supercar MC20 Cielo. The rear of the seatbacks and parts of the door trims feature blue to artistically reflect the design of traditional Korean architecture. Additionally, blue thread is used for the stitching, while certain elements of the steering wheel and paddle shifters are painted bright yellow to enhance sportiness.
The Grecale Trofeo special edition ‘Colors of Seoul’ can also be customized through Maserati’s Fuoriserie program.
Designer Ken Okuyama stated, “Korea leads trends as the center of Asian trends. Through this collaboration, I wanted to design a car inspired by Korea, which drives trends, hoping this design sparks new trends throughout Asia.” He added, “While designing ‘Colors of Seoul’, I focused on reimagining the Grecale to look like a sports sedan, choosing colors that convey both sportiness and luxury. I am very happy to engage in a new challenge that transcends the common perceptions in the automotive industry and meaningful to be once again part of Maserati’s design journey.”
Lee Sang-jin daedusj@autodiary.kr