Maserati moves into branded residences

Casa Maserati brings the automaker’s design codes into living spaces. Image courtesy of Maserati

Italian automaker Maserati is carrying its design identity beyond the garage.

The marque is entering the branded residences business with Casa Maserati. Announced Nov. 2, the launch arrives as the marque marks the 100th anniversary of its Trident emblem, created in 1926.

“With Casa Maserati, we open a new chapter in the brand’s history, bringing its identity and values into a sector that represents a natural extension of our world,” said Santo Ficili, CEO of Maserati and Alfa Romeo, in a statement.

“Maserati is more than just a name synonymous with extraordinary cars; it embodies a lifestyle rooted in an Italian vision of luxury defined by beauty, authenticity, passion, and attention to detail,” Mr. Ficili said. “Our goal is to extend this vision to new experiences, strengthening our bond with customers around the world and reaching an even broader audience.”

Living the brand

Maserati’s project will translate the brand’s codes of elegance, craftsmanship and Italian hospitality into homes and living spaces, with hospitality services covering wellness, culture and dining.

According to head of design Klaus Busse, the residences will follow the same three principles that guide the brand’s cars: performance, presence and provenance.

Maserati’s “Luxury, Every Day” campaign features the new GranTurismo, GranCabrio and Grecale, filed under a brand identity the automaker calls “Italian Gran Turismo: Effortless Luxury Performance.” Image credit: Maserati

Maserati plans to reveal its first projects and partners soon. The move follows other automotive brands’ push into lifestyle real estate, including Porsche Design’s plans for private car collector clubs in the U.S. (see story).

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