Expanding vision into brand residences

Distinctive design identity brought to living spaces

"Delivering a differentiated luxury lifestyle"

Italian luxury carmaker Maserati is expanding into the real estate and brand residence sector through Casa Maserati. [Maserati]
Italian luxury carmaker Maserati is expanding into the real estate and brand residence sector through Casa Maserati. [Maserati]

Italian luxury carmaker Maserati announced Wednesday that it is expanding into the real estate and brand residence sector through Casa Maserati.

Marking the 100th anniversary of its Trident emblem, the company plans to bring its elegant design, craftsmanship and Italian hospitality into residential spaces, offering a distinctive luxury lifestyle experience.

Maserati said it has been watching the brand residence segment, which has been growing consistently in the global luxury market, and aims to extend its core values — effortless luxury performance and the Italian way of life — into the residential sphere while preserving the brand's identity.

Casa Maserati complements the existing model lineup alongside Maserati Classiche, Corse and Fuoriserie, representing a new evolution for the brand. The company said the same care and attention that goes into crafting each Maserati vehicle, rooted in the Gran Turismo spirit, carries over into the residential spaces, with the brand's core design principles — performance, presence and origin — woven into every home.

Particularly notable is how the brand has translated the joy of driving, drawn from its Italian Gran Turismo philosophy, into the pleasure of experiencing everyday living spaces. Beyond high-end residences, Casa Maserati layers in Italian hospitality — encompassing wellness, culture, gastronomy and the joy of sharing — grounded in an Italian culture that values authentic moments, human connection and generosity, to deliver a differentiated residential experience.

Santo Ficili, CEO of Alfa Romeo and Maserati, said Casa Maserati "is a project that opens a new chapter in the brand's history by extending its identity and values into a new domain." Ficili added that the company would continue "to go beyond exceptional automobiles and expand the Italian luxury lifestyle into new experiences, grounded in beauty, authenticity, passion and meticulous attention to detail, while deepening our bond with customers around the world."

Meanwhile, Maserati has been broadening its customer touchpoints through a range of marketing activities, including the recent limited release of the Grecale Cristallo special edition — inspired by the beauty of the Dolomites — with just one unit available in South Korea.


likehyo85@heraldcorp.com