< Previous162 AD / P ar tner ship AD_162-169_Partnership Maserati_11080317.indd 16210/12/2019 06:20:35 AM125 NEW HORIZONS Synonymous with the fi nest Italian carmaking for over a century, Maserati is now ready to start a new era. Past and future will meet in May 2020, when the brand will unveil the mobility of tomorrow on the world stage IMAGES Studio Charlotte Taylor with Victor Roussel AD_162-169_Partnership Maserati_11080317.indd 16310/12/2019 06:20:42 AM164 AD / P ar tner ship Since it was founded in 1914, Maserati has been syn- onymous with the finest Italian cars. Its heritage embraces high-performance racing models, classic road cars, and cutting-edge automotive technolo- gy. Inaugurated in 2015, Maserati’s engineering hub in Modena has opened its doors to the public for the time, sharing its fundamental role as the brand’s beating pulse, driving research technology, development and planning. The Innovation Lab uses the latest digital technology, including a DiM (Driver-in-Motion) dynamic simulator, the most advanced of its type in Europe, which tests the perfor- mance of new models in all kinds of virtual locations, from desert terrain to race tracks. This simulator not only allows technicians to create the smoothest, most user-friendly driver experience possible, but also reduces the need for physical prototypes by 40 per cent. With 90 per cent of the develop- ment process happening virtually, the car’s environmental impact is drastically reduced. In its quest to lessen its global footprint and ensure maxi- mum quality, Maserati has also committed to developing its cars 100 per cent in Italy. The Modena facility has an ergo- nomics hub to perfect driver posture and interactive systems, as well as a psycho-acoustic lab that ensures audio-visual ele- ments perform at their best. In addition, an innovative paint workshop is being built, which will use sustainable technolo- gies and allow customers to watch their new cars being paint- ed. Visitors can even take a tour of the lab to see the assembly lines, learn about Maserati’s latest research, and experience some of the world’s most stylish cars up close. AD_162-169_Partnership Maserati_11080317.indd 16410/12/2019 06:20:51 AM125 “In line with the announcement of its new era, Maserati has recently opened the doors to an exclusive location: the Maserati Innovation Lab, the brand’s engineering hub” AD_162-169_Partnership Maserati_11080317.indd 16510/12/2019 06:21:06 AM166 AD / P ar tner ship AD_162-169_Partnership Maserati_11080317.indd 16610/12/2019 06:21:12 AM125 EFFORTLESSLY DRIVEN The brand’s ongoing commitment to innovation has seen it launch its first SUV, the Levante, pictured here in the striking new Levante Trofeo Collector’s Edition. As you’d expect from Maserati, it’s infinitely more streamlined than the average SUV, with a strong Italian design edge. The striking Giallo Modenese colour is a special exterior finish, while an all-black interior features carbon-fibre trims and sport seats with contrast stitching to coordinate with the paintwork. The Collector’s Edition also off ers several stylish personalisation options for those who wish to have singular character traits reflected in their Maserati. AD_162-169_Partnership Maserati_11080317.indd 16710/12/2019 06:21:19 AM168 AD / P ar tner ship AD_162-169_Partnership Maserati_11080317.indd 16810/12/2019 06:21:27 AM125 VIRTUAL ARTISTRY Charlotte Taylor is a British interdisciplinary designer and creative director who works with both physical and digital spac- es. She created these dreamlike virtual landscapes for the Maserati Levante Trofeo Collector’s Edition with 3D artist Victor Roussel. “The landscapes are inspired largely by architectural history and the fashion and art world respectively, drawing references from Xavier Corberó, Jacquemus and Dani Karavan,” she explains. Exploring the potential of 3D rendering is a current passion, from making digital models of physical building projects to conceiving an entirely virtual realm. “I’ve worked with a number of diff erent talented creators practising various softwares and styles to create new and exciting spaces,” she adds, “Victor and I met very aptly online and have previously worked on an imagined home together. This project was a perfect opportunity for both of us to explore space on a larger scale and it was a pleasure to celebrate the artistry and design excellence of Maserati.” AD_162-169_Partnership Maserati_11080317.indd 16910/12/2019 06:21:33 AMS T YLE CULTURE N E WNE S S G Q MIDDLEEAS T. C O M GQ House Ad 220 x 285_10291852.indd 117/12/2018 17:20:16171 “IN ORDER TO CHANGE OUR IMPACT ON THE PLANET, WE NEED TO RETHINK HOW WE EAT AND FARM” Escape 182182 P HOTO S: M A RION LU T T ENBER GER AD_171_ESCAPE_Opener_10962737.indd 17109/12/2019 05:47:36 PMNext >