Maserati MC20 RHT PREMIERE & ACTIVATIONS
Client/Agency: Maserati/Venticento
Location: Maserati Factory, Modena, Italy
Status: Pitch
The project is part of a creative proposal developed by the agency Venticento, Milan.
We developed an immersive architectural experience for the Maserati MC20 Cielo launch, transforming the brand’s values of innovation, audacity, and Italian luxury performance into a physical journey. The concept connects the car with the identity of Modena, creating a dialogue between heritage, technology, and the open-air “Surpassing the Sky” narrative.
The intervention includes the global premiere environment, product reveal and storytelling spaces, immersive vehicle display areas, digital and physical content integration, and guest experiences designed around the MC20 Cielo’s key themes: freedom, sky, performance, comfort, and uniqueness.
Maserati Factory fitout: Gala dinner and revealing show
The project extends into the Maserati Factory, Showroom, Motor Valley Fest activations, and Fuoriserie Corner, creating a continuous brand experience through product presentation, customization, craftsmanship, and lifestyle elements. The spatial design combines minimal luxury, advanced technology, curated materials, and precise detailing to express Maserati’s contemporary identity.
Revealing Stage
The stage acts as a threshold between the reveal area and the gala dinner space. Through a mechanical system of movable partitions, the car is first unveiled during the reveal moment; then, once the guests move into the dinner area, the partitions transform and the vehicle is revealed again from the opposite side, creating a second visual moment and a continuous experience.
Fuoriserie Corner fitout
