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Maserati Global Auto Shows

2014–16 · ArchiveArchive
Geneva / The vehicle is framed within a complete Maserati brand environment.
The idea

Make the reveal feel like a moment.

Exhibition environments for Maserati, including the Alfieri concept debut in Geneva in 2014 and the Levante debut in New York in 2016.

Disciplines
Brand & Digital
Architecture & Interiors
Our role
Brand
Project
2014–16 · Archive
Setting
Global exhibitions
01 / Maserati Global Auto Shows

One marque. A global stage.

K5 designed Maserati exhibition environments across major international auto shows. The vehicle is the focal point; the surrounding space tells the rest of the story.

Geneva / Vehicles share a stage without losing their individual presence.
New York / A focused presentation gives the vehicle its own moment.
Shanghai / An illuminated exterior introduces the Maserati environment.
02 / Maserati Global Auto Shows

Craftsmanship you can get close to.

Paint, trim, accessories and heritage displays make the brand tangible beyond the vehicle presentation.

A material and accessory display makes the marque’s craftsmanship tangible.
A visitor explores upholstery as part of the wider brand encounter.
Display details connect the marque’s history with the objects in the room.
Paint samples create a precise rhythm within the display.
03 / Maserati Global Auto Shows

Room for the encounter.

Hospitality and quieter settings create a different pace within the show floor. Visitor flow and the relationships between these uses shape the design.

Geneva / Hospitality gives the exhibit another pace beyond the show floor.
Geneva / A quieter room brings another scale to the exhibition environment.
Brussels / Brand, material choices and a place to meet are brought together.

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Geneva / The vehicle is framed within a complete Maserati brand environment.
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Geneva / The vehicle is framed within a complete Maserati brand environment.