“MMXX: Time to be Audacious” marked the beginning of a new phase in the Trident history. New dawn reinforced by the World Première of the MC20 supercar.
The show was designed to inspire and to avoid conventional celebration and product launch formats.
It was a real immersion in the Brand’s soul, both celebrating it and revealing its completely renewed identity. A temporary theatre hosted a fluid, unconventional show encapsulating the past, present, and future of Maserati. A succession of anamorphic images augmented reality and live performances, integrated on stage by costumes, music, and leading-edge technology. The pace was fast, furious, and cinematic, creating a continuous flow of different moments that guided the audience, both present at the circuit and live streaming, towards a new, contemporary vision of the Trident Brand, preparing the way for the culminating moment: the World Première of the new super sports car.A monumental stage was built for the occasion with a massive LED screen. Forty-four Maserati cars from all periods were positioned in a radial arrangement creating an evocative drive-in theatre setting and accommodating some of the audience. Behind them, the VIP guests and the press were seated in the stands in compliance with the current safety regulations. The sound, based (also visually) on an interpretation of the Brand’s distinctive roar, drawing a parallel with the beating of a new heart: the growl of the Nettuno engine, igniting the show and reawakening the Maserati spirit.
The event took place at the Modena Circuit with streaming in 5 different languages and two simultaneous mirror events in New York and Tokyo