Maserati has opened its first UK new store concept in Hatfield, Herts., with David Beckham, its global brand ambassador, in attendance. Over 100 guests were at the evening.
Beckham said, ‘I’m delighted to be here to support the opening of Maserati’s first new store concept in the UK. These are exciting times for the brand and this store reflects Maserati’s commitment to great design and innovation.’
Maserati will soon launch its first fully electric car, to be badged Folgore, Italian for lightning.
Located 20 miles north of central London, the H. R. Owen showroom blends ideas of the sartoria (a tailor’s atelier) with the officina (a workshop), where customers can feel they are getting a bespoke version of their Maserati with a fuoriserie space featuring a 3D digital configurator screen.
The showroom’s æsthetics mirror those of a contemporary living space with earthy colours, while the cars are lit as though they were exhibits in a darkened art gallery.
There are five cars shown at any one time, with a window installation of a “hero” car. At the launch, there were a Gran Turismo Trofeo, an MC20 Cielo, a Grecale Trofeo, and a Levante, among others. Two MC20s were at the entrance.
There is also an informal café lounge, and a merchandise installation.
With the addition of H. R. Owen Maserati Hatfield, the brand now has 12 locations across the UK.