Innovative New Retail Concept At Boch Maserati Marks Departure From Car Showrooms Of The Past To Bring The House Of The Trident’s Luxury Craftsmanship To The Forefront
Auburn HIlls, MI – November 30, 2023 – Maserati is pleased to announce the debut of its first North American retail store concept at Boch Maserati in Norwood, MA, near Boston. The official launch event, which took place the evening of November 29, follows the global premiere of the concept last year in Milan’s historic Magenta district and marries 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. With more than 7,450 square feet for visitors to explore, 3,100 has been specially designated as a showroom displaying Maserati vehicles in a raw yet sophisticated setting. This inviting new environment presents the cars lit like dynamic sculptures in a darkened art gallery. Adjustable spotlights are focused on the individual Maserati vehicles while ambient light levels are left very low – allowing the products to stand out from the darker surroundings.
The vehicles are surrounded by curated exhibits and Fuoriserie collection ‘elements’ to bring guests into the rich world of Maserati. A large wall projection provides storytelling, showcasing the history of the brand and creating a focal point at the rear end of the showroom, attracting customers to explore the full depth of the space.
Additional rooms encourage further interaction with the brand. The Launchpad creates a moment of theatre, offering an immersive space with dramatic lighting to celebrate test drives and vehicle delivery. And for those looking for a more private setting away from the showroom, the consultation rooms offer a quiet alternative to the central lounges, each equipped with the high-resolution MXE 3D configurator to bring to life their new model.
“We identified Boch Maserati as the ideal place to launch our first North American retail store as they have a passionate customer base who will embrace our pillars of performance, style, and innovation,” said CEO of Maserati Americas, Bill Peffer. “Luxury is about emotion and connection. This thoughtful new space brings that mindset to life by putting a strong focus on configuration, customization, and our unique Fuoriserie program to encourage hands-on, interactive explorations of Maserati’s capabilities.”
As well as marking the official opening of the new retail concept, the evening launch event also served as a celebration of the new fleet of Maserati vehicles: the iconic Maserati GranTurismo, the all-new Maserati Grecale Trofeo SUV, and the revolutionary Maserati MC20 Cielo and Maserati MC20 Coupe. Sharing the limelight was Mr. Boch’s treasured Classic Maserati Collection which illustrated the historical, technical, and design evolution of the company.
Speaking at the opening to more than 200 attendees, President of Boch Maserati, Ernie Boch Jr. said, “We’re honored to spearhead the new retail concept in the Americas. 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. We look forward to beginning this new chapter and the future of the Maserati brand.”
The launch of the new retail space at Boch Maserati follows global openings in Milan and London, among others. The concept will roll out in additional locations across North America in 2024.
To explore the new retail space, please visit Boch Maserati, located at The Automile, 441 Providence Hwy, Norwood, MA 02062.
Maserati produces a complete range of unique cars, immediately recognisable for their extraordinary personality. Thanks to their style, technology, and innately exclusive character, they delight the most discerning, demanding tastes and have always been a benchmark for the global automotive industry. A tradition of successful cars, each of them redefining what makes an Italian sports car in terms of design, performance, comfort, elegance, and safety, currently available in more than 70 markets internationally. The ambassadors of this heritage are the Quattroporte flagship, the Ghibli sports sedan, the Levante – the first SUV made by Maserati, and the Grecale, the all-new “everyday exceptional” SUV, all models characterised by the use of the highest quality materials and excellent technical solutions. A range equipped with 4-cylinder hybrid powertrains – available for Ghibli, Grecale and Levante – V6 petrol and V8 petrol, with rear-wheel and four-wheel drive, embodying the performance DNA of the Trident Brand, now completed with the Grecale Folgore, Maserati’s first full-electric SUV. The top of the range is made up of the MC20 super sports car and the MC20 Cielo spyder, powered by the ground-breaking 100% Maserati Nettuno V6 engine, which incorporates F1-derived technologies into the power unit of a standard production car for the first time. The new GranTurismo is available with both the high-performance V6 petrol engine, derived from the Nettuno, and a 100% electric version: the GranTurismo Folgore, the first car in the Modena-based brand’s history to adopt this solution. By 2025, all Maserati models will also be available in a full-electric version, and the entire Maserati range will run on electricity alone by 2030.