Maserati Launches Officine Fuoriserie Bespoke Program
The program is split between customizable "catalog" models and full-blown tailor-made bespoke cars created as one-of-one models.
Maserati launched the program by revealing an exclusive titled "Less is More...?" with a livery that mixes matte and glossy paint colors.
According to Maserati CEO Santo Ficili, "Bespoke is the history and future of luxury cars." That's why earlier today, the Italian brand launched a new customization program called Officine Fuoriserie Maserati to give its customers more freedom in customizing their cars.
The program is split into two categories. The first offers two customizable collections: Fuoriserie Corsa and Fuoriserie Futura. The second category is all about individuality and offers bespoke, one-of-one cars that customers get to design throughout the build process in conjunction with Maserati's creative department.
Maserati says the Fuoriserie Corsa models are inspired by the brand's racing heritage. They use "color as a material" with liveries inspired by racing icons throughout Maserati's history. The brand stressed that none of the Corse models use decals, instead creating each livery entirely out of paint. Fuoriserie models are meant to focus more on material and "chromatic experimentation," according to Maserati. The second collection draws its inspiration from the interior design, product design, and sportswear industries.
As for the bespoke models, Maserati says that unlike the neighbors in Maranello, it has no plans to reject a customer's creative choices to protect the Maserati image. Instead, the brand will work with customers through every step of the design process to create a one-of-one model. As part of that process, Maserati will send a wooden box with physical examples for customers to get a sense of the available color and material.
For customers with deep enough pockets, the brand will even work to create bespoke colors that won't be available on any other car. The one thing the brand won't do in the bespoke process is work with customers on bespoke bodywork, though Klaus Busse, Maserati's head of design, said that could become an option in the future.
As proof of concept for the new program, Maserati revealed the MC20 Cielo Less is More...? one-off car. It's got a custom paint job that mixes a a Blu Corse Matte base with a glossy livery made up of geometric shapes inspired by the Bauhaus art style. The shapes are finished in shades of white, blue, yellow, and red.
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