Casa Maserati in Milan is a Clubhouse-Like Hybrid Retail Experience
Rebecca Byers — February 18, 2016 — Autos
References: retaildesignblog.net
The new Casa Maserati store in Milan is the luxury auto brand's first retail location for their lifestyle range. The luxurious space is part boutique, part members lounge, with plenty of enticing plush furniture to lounge in while observing the curious collection of curated Maserati memorabilia. In addition to the expertly curated merchandising, the Casa Maserati store also boasts an elaborate kitchen and experiential bar area that will likely function as a venue for in-store events.
Located in the heart of Milan, the store is located within a historical building that was carefully restored to communicate Maserati's distinct luxury brand experience. Given the obstacles in claiming the space, designers were forced to create space vertically with towering shelving and other techniques.
Located in the heart of Milan, the store is located within a historical building that was carefully restored to communicate Maserati's distinct luxury brand experience. Given the obstacles in claiming the space, designers were forced to create space vertically with towering shelving and other techniques.
Trend Themes
1. Luxury Retail Lounges - Opportunity to create hybrid retail experiences that blend the curation of a boutique with the comfort of a members lounge.
2. Brand Experience Venues - Room to create elaborate and immersive spaces in historical buildings that communicate a brand's luxury lifestyle and enhance customer engagement.
3. Experiential Bars in Retail Spaces - Potential for retail spaces to double as event venues by incorporating bars and kitchens into the design, creating additional revenue streams while enhancing customer experience.
Industry Implications
1. Luxury Auto Retail - Opportunity to create first-of-its-kind, hybrid retail experiences that showcase brand lifestyle beyond just car sales.
2. Lifestyle Merchandising - Potential to expand luxury lifestyle merchandise lines and create brand experiences beyond traditional retail settings.
3. Event Venues - Chance for historical buildings or unique retail spaces to become event venues that offer immersive and intimate experiences for customers and help generate additional revenue streams.
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