“MMXX: Time to be Audacious”
The event was threefold: a live show, a virtual experience, and a real journey into Maserati’s identity involving key Modena locations. The Concept was a unique brand experience, a real first for the automotive sector, which marked the start of the new Maserati Era.
On Wednesday, September 9, the show was both real, with about 500 guests at the Modena Circuit, and virtual, accompanied remotely by two simultaneous mirror events in New York and Tokyo. The show, which told its engaging and exciting story, 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.
The fast-paced show immersed the spectator in a flow of different segments including live performances, anamorphic images, and augmented reality, projected on a monumental screen totaling 6781 square feet (630 square meters) in area. The almost cinematic sequence guided the guests, both present at the circuit and attending via live streaming, towards a new, contemporary vision of Maserati, preparing the way for the culminating moment: the World Première of the new MC20.
The following day, the entire city of Modena was transformed into the stage for this distinctive Brand communication concept. The historic Viale Ciro Menotti plant and the Maserati Innovation Lab, the city’s Anatomical Theatre, and its principal piazzas became the stages in visionary storytelling embracing Maserati’s past, present, and future.
Maserati
Maserati produces a complete range of unique cars with an amazing personality, immediately recognizable anywhere. With their style, technology, and innately exclusive character, they delight the most discerning, demanding tastes and have always been a global automotive industry benchmark. A tradition of successful cars, each of them redefining what makes an Italian sports car in terms of design, performance, comfort, elegance, and safety, currently available on more than seventy markets internationally. Ambassadors of this heritage are the Quattroporte flagship, the Ghibli sports sedan, now also available in a hybrid version, the Trident Brand’s first electrified car, and the Levante, the first made by Maserati SUV, all models denoted by the use of the choicest materials and technical solutions of superlative excellence. A complete range, including V6 and V8 petrol, 4 cylinder hybrid, and V6 diesel powerplants, with rear-wheel and four-wheel drive. The range’s prestige was recently even further enhanced by the introduction of the new Trofeo Collection, comprising Ghibli, Quattroporte, and Levante, equipped with the powerful 580 hp V8 engine. The top-of-the-range is the new MC20 supercar, powered by the ground-breaking Nettuno V6 engine, incorporating F1-derived technologies now made available in the power unit of a standard production car for the first time. Today, the Maserati range is produced at three plants: Ghibli and Quattroporte are built at Grugliasco (Turin) at the Avvocato Giovanni Agnelli Plant (AGAP), and Levante at the Mirafiori plant in Turin. The new MC20 supercar is produced in Modena, at the historic Viale Ciro Menotti plant.
Feel Rouge Worldwide Shows
FeelRouge Worldwide Shows is a strategic partner that combines creativity and technology to create live and digital formats, for large events and show exhibits. FeelRouge operates around the world with an international team of talents, able to transform the essence and communication needs of brands into projects with attention to the smallest detail and memorable performances. FeelRouge, born in 2016 and led by Carolina Dotti and Valentina Saluzzi, is part of Balich Worldwide Shows, specialized in the production of Olympic Ceremonies, Events and Exhibit, Immersive Shows and Destination Experiences, founded by managing partners Marco Balich, Gianmaria Serra, and Simone Merico and guided by the CEO, Stefano Core.
