The Maserati New Era starts with an unprecedented event
The Maserati New Era starts with an unprecedented event
Modena, 9 September 2020. The Maserati New Era opens with a spectacular event, unique of its kind, unlike anything previously seen in the automotive industry. This evening the lights of the world mobility stage went up on the Trident Brand and “MMXX: Time to be Audacious” marked the beginning of a new phase in the Brand’s history. It is a new dawn, reinforced by the World Première of the MC20 supercar.
“We’re proud to inaugurate our new Era, but even prouder of the mood you can feel in the air at the Modena Circuit this evening,” Davide Grasso, Maserati CEO, underlined. “For our Brand, this is a time to build: the time to be forward-looking and construct our future.”
We are laying the foundation stone of our tomorrow and we are doing it together, guided by our passion, unique in our design and innovative by nature,” Mr Grasso continued.
The pace was fast, furious and cinematic, creating a continuous flow of different moments that guided the audience, both present at the circuit and attending via live streaming, towards a new, contemporary vision of the Trident Brand, preparing the way for the culminating moment: the World Première of the new super sports car.
It all started with sound, based (also visually) on an interpretation of the Brand’s distinctive roar, drawing a parallel with the beating of a new heart: the growl of the Nettuno engine, igniting the show and reawakening the Maserati spirit.
The soundtrack composed by Sandro Mussida merged with the solemnity of a contemporary choir, starring Bjorn Thorarensen, who appeared on stage, and the avant-garde electronics of Lorenzo Senni. Everything invoked the World Première of the MC20 supercar.
The choir was pure power, the perfect example of human engineering and different voices in harmony. Just as innovation meets craftsmanship in the construction of a Maserati, so, now, Lorenzo Senni’s electronic music blended perfectly with the voices, classical and modern styles merged, and innovation and heritage achieved the ideal balance.
The event in figures 1 event (real and digital) 5 languages available for the digital event 2 simultaneous mirror events from New York and Tokyo
1 monumental stage 23 m in height 33 m in width 30 m in depth 1 revolving platform 500 cm in diameter
1 gigantic LED screen 630 m2 in total area (LED screens of 26x18 m and roof LED screen 13x13 m)
For the audience: 44 Maserati cars placed to form a drive-in theatre 2 stands of 21x19 m (each stand seating 200 people in compliance with Covid regulations) Backstage and production: 24 days of on-site production work 44 articulated trucks used for freight 450 motorised floodlights in the lighting system 24 K1 L Acoustic speakers, 24 K2 L Acoustic speakers, 12 K1 Sub speakers and 24 Ks28 speakers in the sound system 9 fixed and mobile TV cameras, coordinated by a double production team of 15 people
Staff & logistics 10 operations offices on site 285 people working on site 4,000 coffee pods consumed 4,536 bottles of water drunk 7,500 meals (lunch and dinner)
A London-born composer and electronic musician who also plays multiple instruments, he has impressive experience ranging from sound design to orchestral conducting, installation soundtracks and live performances. An outstanding figure on the international electroacoustic music scene, he has undertaken several major projects with London-based music collective TQS and as sound designer for live shows.
Maserati produces a complete range of unique cars with an amazing personality, immediately recognisable anywhere. With their style, technology and innately exclusive character, they delight the most discerning, demanding tastes and have always been a global automotive industry benchmark. A tradition of successful cars, each of them redefining what makes an Italian sports car in terms of design, performance, comfort, elegance and safety, currently available on more than seventy markets internationally. Ambassadors of this heritage are the Quattroporte flagship, the Ghibli sports sedan, now also available in hybrid version, the Trident Brand’s first electrified car, and the Levante, the first made by Maserati SUV, all models denoted by use of the choicest materials and technical solutions of superlative excellence. A complete range, including V6 and V8 petrol, 4 cylinder hybrid and V6 diesel powerplants, with rear-wheel and four-wheel drive. The range’s prestige was recently even further enhanced by the introduction of the new Trofeo Collection, comprising Ghibli, Quattroporte and Levante, equipped with the powerful 580 hp V8 engine. The top-of-the-range is the new MC20 supercar, powered by the ground-breaking Nettuno V6 engine, incorporating F1-derived technologies now made available in the power unit of a standard production car for the first time. Today, the Maserati range is produced at three plants: Ghibli and Quattroporte are built at Grugliasco (Turin) at the Avvocato Giovanni Agnelli Plant (AGAP), and Levante at the Mirafiori Plant in Turin. The new MC20 supercar is produced in Modena, at the historic Viale Ciro Menotti plant.
For further information:
MASERATI Maria Conti – Chief Communication Officer Maserati - firstname.lastname@example.org Davide Kluzer – Product Communication Responsible – email@example.com Camilla Manzotti – Lifestyle Communication Responsible – firstname.lastname@example.org
PR - Avto Triglav d.o,o,Nazaj
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