At the 2019 Geneva International Motor Show, Maserati presents an absolute novelty: the Levante ONE OF ONE, a foretaste of Maserati's future customization programme. The stand showcases a Maserati Levante ONE OF ONE entirely customized by Allegra Antinori, Vice President of Italian wine firm Marchesi Antinori, world leader in quality wines.
The Centro Stile Maserati assisted Allegra Antinori in the configuration of her car, in a genuine process of shared creation, a concept which is much more than the mere choice of accessories.
A unique project in which she expresses herself, her emotions and her story. Implemented in this way, the special bond between Maserati's ground-breaking innovation and the attention to detail normally found in the workshops of traditional craftsmen comes to life in a unique Maserati.
In this first example of the new customization process, every detail Allegra Antinori has defined is closely linked to a facet of her personality. The external configuration is a distinctive tri-coat green, a special, unique colour inspired by the shades of the Tuscan hills. The external details (door handles, side air vents and grille inserts) are finished in dark look chrome, toning to perfection with the body colour to give the Maserati SUV a truly sophisticated overall look.
The interiors of Allegra Antinori's ONE OF ONE features many unique combinations, which have never previously been used on a Levante. The lower dashboard, door panel, central tunnel unit and seat colour references the warm hues of the earth of Tuscan vineyards.
The unique "Pieno Fiore" leather used for the seats is another exquisite choice: it is coloured with aniline and oils, with no surface finishes, but is ornamented with classical button-tufted effect 3D embroidery. The technique used provides exceptional depth of colour and a very smooth tactile sensation, and like a fine wine, this leather will simply improve with age.
The central tunnel is in a special finish using a material that is new even for Maserati: carbon fibre with copper wire and high gloss finish. Here again, there are clear references to the Antinori estate and the concept of Cor-Ten, the weathering steel used for the construction of the Antinori Winery in the Chianti Classico area, midway between Florence and Siena.
The 100% natural mohair wool mats provide the final, exclusive touch to a tailor-made customization with attention to every single detail.
The special things about the Maserati stand at this 89th edition of the Geneva International Motor Show is the way it focuses on highlighting a distinctive Italianness and the process of craftsmanship and customization, considerations that have prompted Maserati to host on their stand - together with Ermenegildo Zegna, a longstanding partner and a leader in the field of men’s luxury clothing, two other leading artisanal firms in their field: Giorgetti, the internationally renowned Italian woodworking company, known for its furniture and unique design pieces, and De Castelli, a leading metalworking firm, specializing in the production of unique home design accessories, custom surfaces and projects.
At Maserati tradition becomes innovation, combining fine craftsmanship, advanced technology and sophisticated design for the sort of exclusive, unique mix only Maserati knows how to apply to its cars.
The stand provides an instructive tour through three different dedicated thematic areas. Each area will feature a display of tools, materials and components that, specially crafted by Zegna, De Castelli and Giorgetti, bear witness to the unending quest for excellence, style and originality, typical of products designed and Made in Italy, and therefore typical of Maserati.
Speaking of innovation and design, when it comes to customizing the stand, for the first time ever Maserati is taking advantage in the Customization Area of a D-Table, the only interactive table which combines the latest-generation software and elegant, sophisticated design.
Zegna is a longstanding partner of Maserati and for the Geneva show will be presenting the world premiere of its new car interiors in PELLETESSUTA™, a special woven nappa leather, the product of pioneering research by Ermenegildo Zegna, seeking to create a luxurious, innovative, lightweight and soft fabric that is versatile and well suited for the creation of products, ranging from home design complements to multimedia accessories.
The bond between Zegna and Maserati grows stronger with each passing year, in no small part due to the historical similarities of the two brands. The Ermenegildo Zegna Group is one of the most distinguished businesses in all of Italy. Founded back in 1910 in Trivero, in the Biellese Alps, by a young entrepreneur named Ermenegildo, whose vision was to ethically produce the most sumptuous fabrics in the world by means of innovation and the utilization of the best luxury fibres, sourced directly in their countries of origin, the company is currently guided by the fourth generation of the Zegna family.
The Group, which since the late 80’s has been implementing a strategy of vertical integration, has created a global luxury brand which currently offers fabrics, clothing and accessories.
Today there are 504 single-label stores in over 100 countries, of which 272 are company-owned.
The Zegna working table illustrates the Zegna-Maserati tailoring atelier, from the preliminary phase of weaving the PELLETESSUTA™ using spools of sturdy bands of leather, through to the rolls of resulting woven material in the Maserati leather colours (black, tan, red and dark brown).
Like a fine, made-to-measure shoe, this PELLETESSUTA™ (woven leather) adapts its shape to the sinuous surface of the Quattroporte Maserati dashboard (the featured element of the interior, over which the PELLETESSUTA™ fits perfectly; the three-dimensionality of the woven strips of leather create a tactile surface for this component, restoring light and texture, imbuing the volume of this component with expressive force). On the table one finds two Quattroporte dashboard fascias covered with black and tan PELLETESSUTA™.
The table will also display five decorative Maserati Levante door panel trim elements, which reveal the opportunities for chromatic customization of the Maserati PELLETESSUTA™.
The PELLETESSUTA™ tiles represent studies and design research between the Ermenegildo Zegna Style Centre and Maserati, exploring jacquard designs that mix colours, graphic elements and patterns with an eye to potential customizations.
The sketches depict the research carried out by the Centro Stile Maserati into textures, their visual application to the various components and efforts to balance and harmonize colours within the context of the car interior.
True to its commitment to restore metal’s privileged role in projectual experimentation, De Castelli is grafting a craft-based concept and approach to work onto typically industrial processes, a bold synthesis that leads to unprecedented results. The encounter with design engenders an approach to the material founded on respect for its vast potential, including the less obvious possibilities, the ones that gradually emerge in a collection of mass-produced products that are, at the same time, unique. Not only because the hand creating them is unique, but due to the uniqueness of the cultural process that puts the main emphasis on the aesthetic value - rather than purely functional ones - of the primal material with which De Castelli shapes living spaces. One thus overturns the dictum that confines the coldness of metal to the outer margins of interior design project, bringing steel, brass and copper, in their multiple variations and finishes, to the centre of a a completely renovated scenario where they can finally glow in self-generated radiance.
Delabré is the name of an artisanal finish conceived of and realized by De Castelli. It consists in the manual oxidation of materials like steel, copper and brass, capable of imbuing them with unique, unrepeatable chromatic effects.
The working table illustrates the dynamic encounter between the Italian virtuosity of De Castelli, when it comes to creative metal surfacing, and Maserati’s eagerness to embrace and interpret this poetry in metal. The sophistication of the metal working processes applied to its interior components (the dashboard fascia and the pedal trims) serves to further enhance the interior, not only formally but also by introducing a sense of poetry and textural allure. A storytelling inspired by the chromatic richness of the Italian sea- and landscape.The four sheets of metal demonstrate the process of working the semi-finished material. The sheet of raw material in its pure form is subjected to a manual hammering phase, fashioning it into the shape of the Quattroporte Maserati dashboard. The featured element of this interior, is perfectly suited to communicating the subtle chromatic and poetic transitions of the DeMarea finish, selected for this exquisite work of art. The other two elements illustrate the phases of oxidation and surface transformation of the brass: human manuality, creativity and sense of aesthetic pleasure decide when to stop time and halt the process of oxidation, ascertaining the perfect moment for obtaining the DeMarea gradient. This process is simply defining the uniqueness of each detail.
On the artisan’s working table and creative space, the process of storytelling proceeds with the help of tools or historical instruments, where metal sheet is shaped into a work of art.
Subjected to various surface treatments, the sheets of metal convey the excellence of the De Castelli world, not to mention Maserati’s flair for style.
The working table also displays a Quattroporte dashboard fascia with the DeMarea Iron, DeMarea Copper and DeMarea Brass finish. The DeMarea trilogy illustrates a single process composed of superimposed, polysemous manual oxidation operations. These are all inspired by Italian sea- and landscapes, creating “watercolour” effects, conveying highly textural sensations and evocations of waves lapping against Venice’s signature mooring posts.
The encounter between De Castelli and Maserati also expresses itself in the pedals. These key elements for operating a car have been embellished with a hand-applied oxidation treatment, boasting a snazzier, more sophisticated flair in the DeMarea Copper kit, combined with the luxurious pad in vegetal-tanned Saddle Extra leather, which is inspired by the soles of made-to-measure shoes. While a more “art workshop” flair distinguishes the DeMarea Iron kit, brandishing logos engraved with the Maserati name.
The sketches depict the research for texture inspiration carried out by the Centro Stile Maserati. Their visual application to the various components balance and harmonize colours within the context of the car interior.
The Giorgetti cabinet-making tradition started in Brianza in 1898, and more than 120 years later is still continuing to evolve and innovate. The company looks to the future, how to convey and stay on top of all the changes in a dynamically transforming world. Giorgetti’s approach to interior design involves interpreting behaviours and tastes in various different markets, creating pieces that are free of all formal conventions, capable of coexisting harmoniously in any context, dissolving cultural and temporal distances.
The products made by Giorgetti epitomize the best in the proud catchline, “Made and Manufactured in Italy”. Starting from design, creativity and style, and all the way to the actual manufacture of a finished product, the entire manufacturing process is completely carried out in Italy by highly qualified personnel, boasting consummate skill in the furniture sector.
The craft-based means of production associated with the phrase, Made in Italy, transcends the rationale of standardized, mass-produced products, guaranteeing high levels of product customization.
The indispensable work of master craftsmen is capable of imbuing Giorgetti projects with that magical allure of unique, handmade pieces.
The Giorgetti working table is the one featuring outstanding woodworking and cabinetmaking skills. By means of three Quattroporte dashboard inserts Giorgetti illustrates the protagonist role of wood when it comes to Maserati components, highlighting how initial mechanical processes are followed by manual ones, operations like precision carving work, turning and modelling in three of the 12 Giorgetti wood species: Ash, Walnut and Maple.
The table also features a wooden panel in antiqued ash with Shibori decorations, the inspiration for the two Quattroporte dashboard fascias which feature this technique in a micro-shibori version, styled and expressed all-over pattern sections. The smallest dashboard inserts feature the same treatment for larger elements on the dashboard in antiqued Ash burl wood and natural Ash burl wood.
Finally, the sheets of veneer complete the table as elements of stylistic research in which Giorgetti and Maserati experiment with wood species which are transformed into graphic landscapes in the case of the Ziricote wood, or dynamic textural effects in the case of the Tanganika Frise.