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Maserati Launches Furniture Line and Limited-Edition SUV During Milan Design Week
MILAN — Excitement is building for the upcoming film "Maserati: The Brothers" as Maserati prepares to showcase its new ventures during Milan Design Week, starting April 7. The iconic Italian car manufacturer, established in 1914 in Modena, is poised to enter the furniture market with its first collection, the Giorgetti Maserati Edition.
On the opening day of Design Week, Giorgetti will present its latest furniture collection at their showroom located at Via Spiga 31. Simultaneously, a unique vehicle— the Maserati Giorgetti Edition— will be revealed at the Maserati Showroom on Viale di Porta Vercellina, close to Leonardo Da Vinci’s renowned “Last Supper.” This collaboration marks Giorgetti’s inaugural project in the automotive sector.
The new collection of furniture and car interiors has been developed by two creative forces: Giancarlo Bosio, Giorgetti’s creative director, and Klaus Busse, Maserati’s head of design. Drawing inspiration from sea life and the mythical sea creatures of Ancient Greece, the furniture range includes a variety of pieces, such as the Lorelei armchair and sofa, Ligea coffee tables, Neomeris carpet, Nereide sofa, and Teti pouf, among others. Notably, the Lorelei armchair showcases an automotive element with its lacquered finish, reminiscent of a car’s glossy exterior, while the Teti pouf features a shaded lacquer for a striking visual effect.
In addition to the furniture line, the Maserati Giorgetti Edition showcases a one-of-a-kind Grecale Folgore SUV, Maserati’s first all-electric vehicle. This SUV is distinguished by its luxurious details, opulent fabrics, and leather, reflecting Giorgetti’s design ethos, with an emphasis on creating a homely feeling for its occupants.
Both companies applaud this collaboration, which they describe as a creative challenge, born from their mutual commitment to luxury design and engineering. Santo Ficili, CEO of Maserati, expressed enthusiasm about this partnership, stating, “Our collaboration with Giorgetti dovetails beautifully with our vision to become the guardians of ‘Made in Italy,’ forging meaningful connections and stirring emotions while sharing our stories of innovation, heritage, uncompromising quality, and the exclusivity that binds our brands together.”
Giorgetti has a rich history dating back to the late 1890s when Luigi Giorgetti founded a small shop in Meda, Italy, with just a handful of workers. By the 1920s, the company was already expanding into U.S. markets as a successful exporter, introducing semi-finished carved products.
Giovanni del Vecchio, CEO of Giorgetti, highlighted the significance of their collaboration with Maserati. He asserted that it showcases the company’s DNA of bold experimentation and innovative spirit, despite its long history. “For a firm with 127 years of history behind it, this signals remarkable vitality and a genuine hunger to innovate whilst steadfastly maintaining our position as a touchstone in the industry,” he said.
The intersection of the furniture and automotive industries is not new. Last year, Porsche collaborated with Swiss furniture maker Vitra to release the Pepita Edition chairs, celebrating Porsche’s iconic fabric. Additionally, Poltrona Frau, a furniture maker from Tolentino, has designed luxurious interiors for prestigious automobile brands, including Ferrari and Lamborghini. Their recent acquisition of a majority stake in the U.K.’s KJ Ryan Ltd. signifies a strategic move to become a premier player in the bespoke luxury car market.
As Maserati prepares to unveil its innovative furniture collection and a thoughtfully designed limited-edition SUV at Milan Design Week, the collaboration with Giorgetti not only symbolizes a merging of two sophisticated worlds but also capitalizes on their shared dedication to quality, design, and luxury.
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