Maserati - Levante "Based On A True Story"

What

The international launch of Levante, the first Maserati SUV 2016

Where

Milan,
14-15 March 2016

How

“Based on the true story” shows the evolution of Levante as the natural expression of the Maserati essence of 100 years-long story.

Where adventure meets elegance

Redefining the extraordinary

Maserati launched its first SUV, Levante, with two exclusive events on 14 and 15 March at the Ermenegildo Zegna headquarters in Milan. The concept, ‘Based on a true story’, highlighted how Levante represents the pinnacle of Maserati's 100-year heritage, combining luxury and adventure.
The evenings emphasised the dual essence of the Levante - ‘on road’ elegance and ‘off road’ capability - through a meticulously crafted experience. Guests were welcomed into the ‘Levante den’, an evocative and vibrant space.
A synchronised light and sound show transformed the environment into a captivating ‘blue forest’, followed by a live music and video performance inspired by early cinema, which immersed guests in Levante's world. The big reveal saw the Levante emerge through a screen onto a custom-designed platform that showcased its dynamic character, with LED lights, asphalt and a lava-like surface. Suspended above the car, an installation of images celebrated Maserati's history.