Maserati celebrates the launch of Situ Live with the MC20

7 October 2021 — Today, Maserati showcased the MC20 super sports car as part of the launch of Situ Live, a revolutionary new retail experience at Westfield London. Located in White City, West London, Maserati features in the “On the Move” theatre at Situ Live, which is a new approach to retail. Situ Live is launching an exciting and immersive retail experience showcasing world-leading lifestyle brands spanning 7,500 square feet of dynamic venue space in Europe’s largest shopping centre.

Visitors to Maserati at Situ Live will be able to immerse themselves both physically and digitally in the brand at their own pace including the opportunity to explore the marque’s award winning MC20 super sports car alongside a space dedicated to Fuoriserie, Maserati’s distinctive personalisation programme.

After viewing the car, interacting with the car configurator and looking at colour and trim samples, visitors are then able to continue their journey through the official Maserati dealer network by scanning a QR code.

Whilst the activation is initially being launched with the exciting all-new MC20 halo car, Maserati will continue to showcase new vehicle introductions and will look to use the destination to introduce new product reveals in the future.

Peter Charters, General Manager, Maserati North Europe says: “Launching Maserati at Situ Live is a really exciting moment for us, it marks a new way for us to engage with people, and we’re looking forward to introducing new audiences to this iconic brand. Complementing our existing retail network, we have designed the space so visitors can experience our brand and cars in a new and truly Maserati way.”

Warren Richmond, founder and CEO of Situ Live says: “The purpose of retail has changed. We want a destination to discover and experience products before buying, our aim is to take visitors on a journey through various themed theatres and introduce them to exciting innovations. We provide a destination where shoppers can interact and better understand products, then if they find something they like, the can simply scan a QR code.”

Ends

Maserati S.p.A.
Maserati produces a complete range of unique cars with an amazing personality, immediately recognisable 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, and the Levante, the first made by Maserati SUV, all models denoted by use of the choicest materials and technical solutions of the utmost excellence. Ghibli and Levante are now also available in hybrid version and are the Trident Brand’s first electrified cars. A complete range, including V6 and V8 petrol and 4 cylinder hybrid powerplants, with rear-wheel and four-wheel drive. The Trofeo Collection, comprising Ghibli, Quattroporte and Levante, equipped with the powerful 580 hp V8 engine, is the supreme expression of the Trident Brand’s high-performing DNA. The top-of-the-range is the 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. MC20 is produced in Modena, at the historic Viale Ciro Menotti plant.

For further information:

MASERATI
Anna Angelini – Press & PR Manager  Maserati GB – anna.angelini@maserati.com
Jessica Leimanis – Press Officer Maserati GB – jessica.leimanis@external.maserati.com

SITU LIVE
For more information about Situ Live visit situlive.com