The new Era of Maserati starts from its roots.The historic plant on Viale Ciro Menotti has been improved to house the production of MC20 and completely restyled and set-up to welcome international guests for the launch of the new car in Modena.

Innovation, passion and design guide Maserati in this phase of total renewal.

A new Brand Tone of Voice and Identity powered by the global statement “Masters of Italian Audacity”: unconventional spirit and an uninhibited approach to life, to fearlessly guide the change and propel the Brand into the future.

The restyling creates a Maserati Immersive Journey in the headquarters, starting from the rethink of the design of the showroom and the interiors of the management office block. From here the visitor experience begins through a new white installation tunnel that guides guests into the production sites: the car assembly line hosts a special walk-around of the new MC20 narrated by its designers and engineers; the heart of the plant unveil a “back to racing” ramp that connects the champion MC12 to the MC20; guests discover the production lab of the new Nettuno engine and the brand new high-tech Painting Area.

The next stop is the Maserati Innovation Lab to follow a set of micro installations in its spaces that dive them into the Bran New Electrification Program.