MASERATI | Everyday Exceptional

Brand Experience - Piazza Gae Aulenti, Milan, Italy - March 22nd, 2022 / March 27th, 2022

The Maserati Grecale SUV is “The Everyday Exceptional”.

Grecale strikes the right balance between versatility, elegance, performance and innovation, guaranteeing performance, comfort and safety, all at the same time. These features are combined with off-road capabilities and uncompromising driving pleasure.

An extremely wide range of engines is available: conventional internal combustion, hybrid and full-electric SUV. Three versions were rolled out at launch: GT, Modena, and the powerful Trofeo. Developed at the Maserati Innovation Lab in Modena, the SUV was produced at the Cassino plant.

To celebrate this historical milestone, I was tasked with creating sketches, 3D models, renders and illustrations. A 3D model of the Maserati Levante was used as placeholder for the newly unveiled Grecale. Modeled and rendered in Blender, post-production was done in Photoshop.

Project Coordinator: Barbara Bologna

Art Director: Marco Klefisch

EARLY CONCEPT PROPOSALS

CREATIVE CONCEPT | The Razzle-Dazzle Cocoon

For the first time the Grecale will be physically on display to the general public, a pop art sculpture located in a strategic area, the modern heart of the city of Milan. The everyday exceptional is now revelead in all its beauty.

A day before the unveil, the razzle dazzle cocoon appeared in Piazza Gae Aulenti, surrounded by a cloud of mystery, generating hype and curiosity. The day of the unveil, after the misty smoke cleared, the light came on, and the car’s silhouette was revealed. Performers dressed in razzle dazzle suits opened the main entrance of the car display installation and, moving around the car, removed the cover to unveil the Grecale in its exceptional beauty. Surrounded by the razzle dazzle pop art sculpture, the Grecale is ready to be explored by the audience.

This installation, highly photographable and instagrammable, contained material samples such as laminations and maquettes linked to Mars world, leathers, sketches, and a exhaustive description of the fuori serie history and Maserati customization program.

EARLY CONCEPT PROPOSALS

In the early stages of development different shapes were considered for the car display.

CONCEPT

SHOW

MASERATI | Mission to Mars

Experience Areas - Salone dei Tessuti, Milan, Italy - 2022

Beyond the door of an ordinary building, in the heart of the artistic neighborhood of Milan, the everyday becomes exceptional. Attention to detail pervades this un-conventional location that mixes warmth and innovation with an undeniable style. An unexpected loft is the perfect hub to talk about design, color, trims and chassis.

Milan’s best kept secret and the cities latest exciting space, Bar Studios takes it name from a convivial vision that is at the heart of this building. Located near Fondazione Prada, an area that has undergone a recent artistic gentrification, Bar Studios represents the creative impulse of Milan, city of design and innovation. The aesthetic fascination of the location takes its cue from the 1940s bars, which alternate neutral tones with more intense velvet colours. Around the bar there are 3 studios designed to transform into versatile spaces. Thanks to the soundproofed retro translating walls, the spaces can be combined or each space can be isolated and totally private and self contained. The maxi limbo 10x25 in transparent resin gives the location an additional twist. The entrance corridor, transformed from an old style Milanese boiserie to a space age corridor with images and screens recalling the space race in an ironic way, will transport the guests from one world to another. Emerging from the corridor into the main room the guests will immediately understand this is no-ordinary night.

Inspired by a blend between control room, space objects and Mars landing simulations, the Marte Fuoriserie takes center stage on the red planet. The area around the Marte installation will permit the guests a 360° experience as they enjoy unusual Marte themed drinks and sophisticated finger food from outer space.

CONCEPT

SHOW

CAPTIVE CLIPS

Autodromo Marzaglia, Modena, Italy - 2022

CONCEPT

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