One-Off Maserati Levante Launches New Custom Program
MAR 6 BY NOAH JOSEPH 2019 GENEVA MOTOR SHOW
Modenese automaker reveals its first "One of One" creation in Geneva.
Most of us would count ourselves fortunate for the opportunity to own a vehicle as luxurious and powerful a the Maserati Levante. But for those looking for something even more special, the Trident marque has launched a new "One of One" customization program that aims to turn the automaker's high-end vehicles into rolling embodiments of personal taste.
Maserati revealed the first such creation at the Geneva show this week - a custom Levante for winemaker Allegra Antonori. The Centro Stile Maserati worked up her luxury crossover in special tri-coat green paint with dark-chrome trim.
The interior of Antonori's Levante also features unique Pieno Fiore aniline oil-tanned leather with no surface finishing, crafted to improve with age, and ornamented with button-tufted embroidery. It's offset by carbon-fiber trim with copper wire woven in and a high-gloss finish, and underscored by mohair wool carpeting. The visual approach is said to have been inspired by the Antinori winery and surrounding Tuscan countryside.
The program is similar to what other automakers already offer - like sister-company Ferrari's Tailor Madeframework and rival Porsche's Exclusive Manufaktur - and stands to broaden Maserati's appeal among its most discerning clientele.
Alongside the vintner's unique creation, Maserati also showcased the Launch Edition of the Levante Trofeo in Geneva. It's limited to the first 100 units of the 582-horsepower, eight-cylinder performance crossover, and comes in one of three colors including Rosso Magma, Giallo Modenese, or matte Blu Emozione (shown). The special edition also gets painted brake calipers behind 22-inch alloys, and a full-grain leather interior with a choice of top-stitch colors.
The Italian automaker also revealed a new woven leather upholstery option called Pelletessuta, developed by partnering clothier Ermenegildo Zegna, and displayed on yet another Levante and on a Quattroporte sedan.
Geneva Motor Show 2019
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.
Craftsmanship and Customization
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.
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 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.