Stand Maserati

“The absolute opposite of ordinary” is the expression that perfectly sums up Maserati’s new brand identity. The project for the display stand, developed for the Los Angeles, Geneva, New York and Beijing motor shows, puts forward an innovative new image of the noted Modena-born brand, capable of expressing its new industrial identity, which nonetheless maintains the values of its glorious past.
The general layout takes its shape from the revolutionary decision to, for the first time, open the Maserati stand to the public. From this decision follows the idea to create an urban setting, seen through a high tech lens, using language taken from the field of mechanics.
A long wall made of small metal bricks becomes the predominant stage and, simultaneously, divides the stands two principal sections: the exhibition and lounge areas. To complete the evocative scene, a series of large parallelepipeds – pure, grey and perfectly shaped – are arranged along the length of the wall in a line, which only interrupts to give space to the new Ghibli, the only truly extraordinary element.
The parallelepipeds, the so-called ‘grey boxes’, represent a subtle parody of the mundane sameness of all those other brands which, despite having similar characteristics, cannot compete with Maserati’s bold uniqueness. The wall of metal bricks is further enriched by a glass screen, upon which are displayed the designs and an aluminium chassis, which frames – in the style of a contemporary art exhibition – a thousand pistons, representing the heart of the automobile. The scene is completed by a large reproduction of the metallic Centennary medal, symbol of the brand’s consistent quality, both past and future.
The exhibition area is characterised by a geometric grid which reminds the viewer of a modern day parking lot. The Maserati cars are thus displayed as if parked in the various parking spaces. The materials reflect the brand’s new identity: steel and glass dominate the scene, affording the whole stand a rigorous new image, which will stand out dramatically by sheer contrast, amid the disorganised throng of competition, so typical of car salons.

credit

Project: Benedetto Camerana
Type: Exhibition stand
Customer: Maserati
Procedure: Direct commissioning
Chronology and Location: 2013 Los Angeles; 2014 Geneva, Beijing, New York and Paris; 2015 Geneva and Frankfurt; 2016 Geneva and Paris
Collaborators: Giulia Mondino Marco Biondi Mattia Greco
Dimensional data: from 500 to 850 mq