Maserati Brings its Development Process to Life with an Immersive Experience, “Made in Italy- Design to Line,” to Premiere in Partnership with Los Angeles’ Totally Transformed Petersen Automotive Museum
Why does a Maserati look, sound and feel so uniquely different? How does Maserati honor bespoke traditions, built over its 101-year history, to create a thoroughly modern, state-of-the-art driving experience? To answer these questions and share the passion that defines Maserati, the Trident has partnered with the totally transformed Petersen Automotive Museum to create an immersive exhibit, “Made in Italy – Design to Line” featuring the company’s flagship super sport sedan, the Maserati Quattroporte S Q4. This educational exhibit will premiere in conjunction with the reopening of Petersen Automotive Museum December 5, 2015.
“Maserati is in love with the automobile. With its profound history, the Company is deeply committed to sharing its passion with this generation and the next,” says Christian Gobber, President & CEO, Maserati North America, Inc. “Maserati’s support of the Petersen Automotive Museum with our education exhibit, ‘Made in Italy - Design to Line,’ made perfect sense from both global and local perspectives, given that the museum is located in Los Angeles, at the very heart of car culture,” continued Mr. Gobber.
Every Maserati begins as a vision. When realized, it becomes a sculpture that moves you. A designer’s inspired lines are transformed into complex components built up in careful sequence. The creation of a Maserati combines state-of-the-art technology with traditional hand craftsmanship practiced by generations of Italian artisans. The “Design to Production” exhibit brings this very story to life. Located prominently on the Museum’s second floor, the dedicated gallery will tell the story of how Maserati – a modern, high-tech, high performance vehicle – develops from a concept to reality. The story of this journey will be told through five chapters: 1) Raw Materials; 2) Body Shell; 3) Drivetrain; 4) Trims and Finishes; and 5) Final Product. The manifestation of Maserati’s intellect laid bare in clay, leather, steel, aluminum, and emotion, “Made in Italy-Design to Line” defines the how and why Maserati is such a timeless performance automobile.
Maserati is one of the world’s most distinguished automobile manufacturers, with a reputation for engineering excellence and for creating cars of exceptional beauty. In 1963, Maserati mounted a race engine in a four-door sedan, forever changing the way the world looked at luxury motoring. Today’s sixth-generation Quattroporte continues the Maserati tradition of building cars that blend high performance and supreme comfort, with a flair for design unique to Italian automobiles. Quattroporte’s sporting pedigree boasts Maserati’s remarkable racing heritage—including historic wins at the Indianapolis 500 and in Formula 1 with legendary driver Juan Manuel Fangio behind the wheel. As the fastest sedan ever built by Maserati, the Quattroporte achieves the aim of every car bearing the Trident: to make each drive an unforgettable experience.
Since 1994, The Petersen has been the benchmark for automotive museums. Its diverse vehicle collection, diorama-based Streetscape, and educational-outreach programs effectively communicated how the automobile impacted life in Southern California and beyond for over 20 years. As technology and visitor expectations evolve, the museum has reinvented itself to deliver a new experience. The New Petersen will meld the art and engineering of history’s fastest and most beautiful automobiles with cutting-edge technology, including augmented reality and realistic simulators to redefine the 21st century museum experience. The Petersen is currently on schedule to complete its year-long total transformation opening to the public on December 5, 2015. The Wilshire Boulevard building, the western entrance to “museum row,” promises to be one of the truly iconic architectural designs in Los Angeles.