Maserati’s Fuoriserie Programme Blends Personal Vision with Italian Mastery

True luxury lies in exclusive customisation; when something is designed specifically to the vision of, and to meet, the needs of an individual. Few things define this ethos of genuine bespoke luxury like Maserati’s Fuoriserie programme. Designed to be the ultimate expression of personal luxury and automotive artistry, the Fuoriserie programme not only helps the customer create a bespoke Maserati, but also embeds the emotional connection between the owner and the vehicle through the entire process—from initial inspiration to final delivery.

True luxury lies in exclusive customisation; when something is designed specifically to the vision of, and to meet, the needs of an individual. Few things define this ethos of genuine bespoke luxury like Maserati’s Fuoriserie programme. Designed to be the ultimate expression of personal luxury and automotive artistry, the Fuoriserie programme not only helps the customer create a bespoke Maserati, but also embeds the emotional connection between the owner and the vehicle through the entire process—from initial inspiration to final delivery.

The Fuoriserie experience at the dealer atelier is, in fact, an extension of the brand experience offered by the Officine Fuoriserie Maserati. It’s a 1,500 square metre dedicated space at the brand’s historic headquarters in Modena, Italy, designed specifically to deliver a comprehensive tailor-made journey where the experience of buying a car is all-encompassing and seamless. Here, technology blends with sophisticated artistry for creativity and infinite possibilities to offer bespoke Italian luxury across the entirety of Maserati’s dynamic product portfolio. In the new Officine, more than 20 workstations are ready every day to paint the models in the range. At full capacity, the new project could eventually involve up to 110 highly specialised employees, 40 of whom have already been trained in ensuring the highest quality for all Maserati tailor-made cars.

Customers can choose between three customisation options, making Maserati the only Italian luxury automobile manufacturer to offer such an intricate three-tiered bespoke programme. The Collezione Corsa, as the name suggests, is inspired by Maserati’s rich legacy of motorsport success and is meant for fans of timeless style. The main featureis colour, as a material, inspired by the reinterpretation of historical shades. The liveries are inspired by iconic racing cars, reinterpreted with a contemporary flair and made entirely of paint, with no decals.

Another sporty detail, but more sophisticated and subtle, are the dreamlines, chromatic signs that emphasise the volumes of the bodywork.

The exteriors are also embellished with dedicated brake callipers that add new colours to the range to match the liveries, as well as anodised colour treatments and more outstanding, prestigious finishes such as polish. The interiors are joined by new, more heritage-based leather colours, inspired by tanned vegan leather, and contemporary upholstery, reminiscent of traditional combed melange wool.

Collezione Futura, on the other hand, plays to the tastes of people who love new technology and futuristic materials and visual appeal. Based on the idea of material and chromatic experimentation supported by technological innovation, Collezione Futura allows Maserati and the customer to experiment with new materials derived from the interior design, product design, and sportswear industries.

A perfect example of how this works was revealed by Maserati at the Milan Design Week earlier this year when the brand showcased a combination of a stunning one-off FuoriserieGrecale and an interior collection, both created as a collaboration with Giorgetti. The Giorgetti Maserati Edition collection presented an epic journey between sea and sky, where Neptune's trident inspires the names of the products. Each element in the collection references mythology and untameable nature, paying homage to Maserati's iconography and the deep connection between winds and seas that have always inspired the brand’s automotive masterpieces.

At the pinnacle of the Fuoriserie programme is Bespoke. As the name itself indicates, Bespoke gives Maserati’s automotive artisans the licence to go beyond any limits in order to tailor the customer’s vision of his vehicle to life. It forges an exclusive relationship between Maserati's creative department and the cars’ owners to configure an exclusive model.

An example of how far the Fuoriserie programme can travel in search of inspiration and vision is highlighted in the recent GrecaleTributo Il Bruciato, presented by Maserati and Marchesi Antinori. Based on an encounter between the Trident's SUV and Il Bruciato, a renowned wine from Bolgheri, the exclusive car was created as part of the Fuoriserie programme as a tribute to the essence of Italian know-how.

The Fuoriserie programme marks a paradigm shift in the world of Italian luxury motoring. Customers around the world go through the exact same experience of collaboration and creation, whether at the ateliers’ corners in New Delhi and Bengaluru, Maserati showrooms, or the Officine Fuoriserie Maserati in Modena, which has been the brand’s home for 80 years. What’s most special about this experience is that, through the programme, the customer not only helps create a piece of automotive art designed specifically to cater to their tastes and needs, but also enjoys the beautiful process of curation every step of the way.

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