Maserati shined at Milan Design Week 2026 Aesthetic, innovation and culture

Think of Maserati and you immediately picture top-tier sports cars. The very best in their class. Yet Maserati is not just that—it is much more: a philosophy and a vision of design applied to automotive. Elements that seamlessly came together during Milan Design Week 2026, where the brand served as Official Sponsor and Mobility Partner of Salone del Mobile. The presence of the Trident was not confined to the Rho Fiera exhibition grounds but spread throughout the city of Milan with a series of activations across multiple locations. The most prominent was at the Giorgetti Spiga – The Place showroom, where Maserati unveiled the second chapter of the Giorgetti Maserati Edition Collection.

The chosen theme was that of the playful office, where work and pleasure merge into sculptural and sophisticated furnishings, translating the dialogue between craftsmanship and innovation into tangible forms. The experience then became immersive at the Maserati Rossocorsa Milano Centro space, where visitors were able to explore the Fuoriserie program through a virtual reality setup that allowed them to configure a car in real time. A journey through colors, materials, and details that places the concept of extreme personalization—one of the brand’s defining traits—at its core.

Alongside these initiatives, Maserati also curated the installation Ballet Mécanique – The Mechanics of Desire, created by Anna Maria Franceschini and hosted at Palazzo Crivelli as part of Il Giardino delle Meraviglie. Maserati’s presence at Milan Design Week ultimately expressed a vision that goes beyond the automobile: a narrative where aesthetics, innovation, and culture converge to celebrate Made in Italy as a contemporary language, capable of connecting different worlds and redefining the boundaries of the luxury experience.