Maserati unveiled the MC20 supercar as part of the launch of Situ Live, a new retail experience in Westfield London.
Situ Live is a new type of boutique-style retail space that displays products from the world’s leading lifestyle brands in an area of 7,500 square meters.
Visitors can immerse themselves in the brand both physically and digitally at their own pace, including the opportunity to explore the MC20 along with a space dedicated to Fuoriserie, Maserati’s distinctive personalization program.
After viewing the vehicle, interacting with the vehicle configurator, and viewing color and equipment samples, visitors can continue their journey through the official Maserati dealer network by scanning a QR code.
Peter Charters, General Manager of Maserati North Europe said, “The introduction of Maserati to Situ Live is a really exciting moment for us, it’s a new way for us to connect with people and we look forward to being one Introducing this iconic brand to new audiences. To complement our existing retail network, we have designed the space so that visitors can experience our brand and our cars in a new and real Maserati way. “
Maserati said it will continue to showcase new vehicle launches at Situ Live and will attempt to use the target to introduce new product launches in the future.
Warren Richmond, Founder and CEO of Situ Live added, “The purpose of retail has changed. We want a destination to discover and experience products before buying them; our goal is to take visitors on a journey through various themed theaters and to introduce them to exciting innovations. We provide a place where shoppers can interact and understand products better. Then when they find something they like, they can simply scan a QR code. “