MILAN — With the upcoming film “Maserati: The Brothers” set to hit the silver screen, the Italian car company may become more famous than ever. During Milan Design Week, which kicks off April 7, the historic Maserati founded in 1914 in Modena, Italy, will make its furniture debut.
On Friday, Giorgetti said Maserati will unveil its first furniture collection, Giorgetti Maserati Edition, at the Giorgetti showroom on Via Spiga 31. In tandem, a limited-edition Maserati vehicle outfitted with Giorgetti interiors will be unveiled at the Maserati Showroom on Milan’s Viale di Porta Vercellina, just a few steps away from Leonardo Da Vinci’s “Last Supper,” called the Maserati Giorgetti Edition. This is Giorgetti’s first car project.
Both the furniture collection and car interiors project were jointly designed by Giorgetti’s creative director Giancarlo Bosio and Maserati’s head of design Klaus Busse. The furniture collection was inspired by sea life, the mythical sea creatures of Ancient Greece and is composed of the Lorelei armchair and sofa, Ligea coffee tables, Neomeris carpet, Nereide sofa, Ploto low tables, Seidon sofa, Sibelia low tables and Teti pouf. Automotive elements are paramount in pieces like the Lorelei armchair, for example, which is available in a lacquered version and recalls the glossy finish of a car, while the Teti pouf features a shaded lacquer finish for a chromatic effect. The Maserati Giorgetti Edition is a one-of-a-kind edition of the Grecale Folgore SUV, the carmaker’s first 100 percent electric vehicle. Outfitted with finely tailored details and exquisite fabrics and leather, the SUV is a homage to Giorgetti’s signature style and evokes a “feeling at home” sensation, the company said.
Both companies said that the collaboration was a welcome creative challenge for both firms and that the collaboration was facilitated by shared core values and passion for luxury design and engineering.
Santo Ficili
Courtesy of Maserati
“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,” said Maserati chief executive officer Santo Ficili.
Giorgetti, which precedes Maserati, was founded in the late 1890s by Luigi Giorgetti with a little shop in Meda, Italy, amid the furniture-making heartland of Brianza, with about eight workers. In 1898 he built his first factory and by the 1920s he had already charted U.S. territory, becoming a successful exporter, introducing semi-finished carved products to the market for the first time.
The luxury home firm’s CEO Giovanni del Vecchio said that the collaboration is indicative of the company’s DNA which is rooted in bold experimentation.
Giovanni del Vecchio
“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,” del Vecchio said.
The furniture industry is no stranger to the automotive industry. Last year Porsche and Swiss furniture maker Vitra released the Pepita Edition by Vitra chairs, manufactured by Vitra and celebrated Porsche’s legendary “Pepita” check fabric. Tolentino-based furniture maker Poltrona Frau has created luxe interiors for the best auto names in the business: Ferrari, Lamborghini, McLaren and Jaguar Land Rover among them. Last year, it purchased a majority stake in the U.K.’s KJ Ryan Ltd. in an effort to become a leader in the bespoke luxury car business.
