“From supercars to luxury homes”... Maserati enters the real estate business

[Financial News] Italian luxury car brand Maserati is expanding its business beyond automobiles into the high-end residential and real estate markets. Its strategy is to seek new sources of revenue by bringing the design and craftsmanship developed through the creation of supercars into high-end residential spaces. In particular, it plans to extend the brand experience, traditionally centered on automobiles, into customers’ everyday lives through branded residences, a growing segment of the global luxury market.
Maserati said on the 4th that it would expand its business into real estate and high-end residential spaces through its branded residence project, Casa Maserati.
The project is part of a brand expansion strategy being pursued to mark the 100th anniversary of the birth of Maserati’s iconic trident emblem. At its core is the realization in residential spaces of the design philosophy, premium materials and distinctive Italian craftsmanship that Maserati has applied to its automobiles.
Maserati is turning its attention to branded residences, a sector that has recently been growing in the global luxury market. Branded residences are a form of real estate development that brings the design and service philosophies of luxury brands, such as high-end automakers and hotels, into residential spaces.
Casa Maserati is a new brand venture that complements the existing automotive lineup, Maserati Classiche, its classic-car restoration and management business, Maserati Corse, its motorsports business, and Fuoriserie, its bespoke vehicle customization program.
The residential spaces will incorporate Maserati’s core design principles: Performance, Presence and Provenance. The plan is to reflect in the architecture and interiors the sculptural beauty, balanced proportions, premium materials and precise finishes emphasized in the design of its cars.
In particular, Maserati is extending its “GranTurismo” philosophy—which combines comfort on long journeys with the pleasure of driving—into the residential experience. The concept is to harmoniously design elements such as light, texture, color and atmosphere so that the sensory experience of being in a car can also be enjoyed in everyday life.
The high-end residential spaces will also combine wellness, culture and gastronomy with “hospitality,” a distinctive feature of Italian culture. Rather than simply supplying expensive homes, Maserati plans to offer distinctive residential services that allow customers to experience the brand’s values and lifestyle.
Maserati plans to use this initiative to extend its relationships with car buyers into the realms of housing and everyday life, and to strengthen its position as a global luxury brand. 
Santo Ficili, CEO of Alfa Romeo and Maserati, said, “Casa Maserati is a project that extends the brand’s identity and values into a new sphere and opens a new chapter in its history.”
He added, “Going forward, we will continue to extend the Italian luxury lifestyle into new experiences, going beyond outstanding automobiles and drawing on beauty, authenticity, passion and meticulous attention to detail, while strengthening our ties with customers around the world.”

[email protected] Kim Dong-ho Reporter