What is Casa Maserati?
Casa Maserati is Maserati’s new venture into real estate and branded residences. Through it, the Modena carmaker wants to bring its design, craft and Italian hospitality into the home. The news also comes as Maserati marks 100 years of its Trident emblem, which dates back to 1926.
For now, this is just the beginning: Maserati has not yet named any projects, partners or locations.
Why is Maserati moving into branded residences?
Maserati sees branded homes as a growing part of the luxury market worldwide. In its view, buyers want more than a fine home and good service. They also look for a community and an identity they connect with. In addition, Maserati says a home’s value increasingly depends on the brand behind it.
Santo Ficili, CEO of both Alfa Romeo and Maserati, sees the sector as a natural fit for the brand. According to Ficili, the aim is to deepen ties with customers worldwide and reach more people.
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What will the residences be like?
Maserati’s design sits at the heart of the plan. Inside, the brand intends to use sculpted shapes, balanced proportions, fine materials and careful details. It also wants each space to work on the senses through light, texture, colour and mood.
Hospitality is the other half of the idea. Beyond services for residents, Maserati plans to offer wellness, culture, taste and shared moments, in the Italian way.
Klaus Busse, Maserati’s Head of Design, frames the project around three design principles: performance, presence and provenance. In Busse’s view, performance shapes each space around its purpose, while presence gives it a clear character. Provenance, meanwhile, links each space to Italian craftsmanship, culture and elegance.
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How does the project fit into the wider Maserati brand?
Cristiano Fiorio, Maserati’s Chief Marketing Officer and General Manager of BOTTEGAFUORISERIE, places Casa Maserati within the wider brand. There, it sits beside the cars and the Maserati Classiche, Corse and Fuoriserie activities. According to Fiorio, the homes should also get the same care and detail as each Gran Turismo model.
Also Read: 2027 Maserati Line-up Update: Revised Designs, V6 Engines and Performance Updates for Three Models
Will Casa Maserati come to the UAE?
Maserati plans to reveal its first projects and partners soon. It hasn’t named any locations yet, so the picture for the UAE isn’t clear.
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