Maserati elevates the art of automotive personalization to a new level with the inauguration of its renovated Officine, a space dedicated to the creation of unique vehicles through the Fuoriserie program. This ambitious project combines cutting-edge technology with artisanal mastery, allowing customers to bring their most extravagant dreams to life.
From Showroom to High-Tech Painting
The journey begins in the showroom, a meticulously renovated Fuoriserie lounge, where customers can explore a wide range of materials and customization options. An innovative configurator, developed in collaboration with Maserati's Centro Stile, allows for the creation of unique projects in constant dialogue with the Fuoriserie teams.
The process continues in the painting area, an innovative space that uses automated processes for exceptional results. Automated painting is divided into three phases: cleaning room, robotic painting, and resting, with two baking phases at 80°C (176 ºF). Artisanal customization of details completes the process, ensuring that each vehicle is a unique work of art.
The Officine Fuoriserie, with over 20 workstations and an area of 4,000 m2, is equipped with state-of-the-art technologies, offering customers a wide range of colors in constant evolution, both chromatically and technologically, as well as a palette of paints inspired by the brand's racing DNA and heritage.
At full capacity, the project will be able to employ up to 110 highly specialized professionals, 40 of whom have already been trained to ensure maximum quality in all Maserati customized vehicles. The production line can complete the work of 24 cars per day, with up to eight units per shift, and 24 different colors per day.
MC20 Cielo "Less is More...?", A Work of Art on Wheels
To celebrate the inauguration of Officine Fuoriserie, Maserati presented the MC20 Cielo "Less is More...?", a unique example that embodies the excellence of the Fuoriserie "One-of-One" program. This exclusive model was customized with inspiration from the Bauhaus artistic movement, featuring exquisite details and complex work.
The exterior of the MC20 Cielo "Less is More...?" stands out for the geometries that run throughout its length, from front to rear. The Blu Corse Matte paint is adorned with an exclusive paint job that combines points, lines, triangles, and rectangles, forming a stylized Trident on the hood.
The geometric shapes vary from Rosso Capannelle Gloss, used on the brand's first racing cars, to Giallo Avia Pervia Gloss, which evokes the emblem of Modena, and Bianco Audace, the launch color of the Maserati MC20 in a matte finish, here presented with a polished finish obtained through a meticulous manual process.
Other details include Azzurro Himmelblau and Nero, while the more attentive will recognize the orange, the same Arancio Devil created in homage to Maria Teresa De Filippis, the first woman to qualify for a Formula 1 Grand Prix, and Viola Salchi, taken from the customization of a Ghibli SS Coupé.
The 20-inch Corsa Forgiati Opachi wheels, with Blue Classic brake calipers, feature an original color combination on each rim. At the front, the rims can combine a red profile with a yellow hub or a yellow profile with a blue hub, while at the rear the combinations are white and red or blue and white.
The artistic influence extends to every finish, with details such as specific emblems and the Trident logo in Bianco Gloss, inspired by the exploration of expressive and contrasting colors by artists such as Wassily Kandinsky and Paul Klee.
The MC20 Cielo "Less is More...?" is a unique model, custom-built for a client through the Maserati Fuoriserie Bespoke program.
Faced with sales well below expectations and a difficult financial situation, Maserati is now focusing on high-end customization through its Officine Fuoriserie program, after abandoning some projects that were quite advanced. In a luxury market where uniqueness is paramount, Maserati hopes to improve its image and sales with this service. Customization thus becomes a strategic lever, both economically and symbolically.