By Marie Claire Maison Arabia
On 28 October in Dubai, Giorgetti and Maserati presented a collaboration that immediately felt bigger than the event itself. Hosted at the Maserati showroom, the evening unveiled the Giorgetti Maserati Edition furniture collection alongside the Maserati Giorgetti Grecale Edition — a dialogue between the domestic world and the world in motion.
The launch carried additional significance: it was Giorgetti’s first major presentation in Dubai following the company’s acquisition by Alsara Investment Group, Solida Capital, and Vivium, and ahead of the brand’s first monobrand store openings in Dubai and Riyadh in 2026. In that context, the encounter between furniture and automotive design became more than a collaboration. It became a statement about the future of Italian craftsmanship on the global stage, and about the centrality of the Middle East as a cultural and design laboratory.
During the press preview, we sat down with Giovanni del Vecchio, CEO of Giorgetti, and Giovanni Perosino, CMO, Maserati, for a conversation on craftsmanship as a cultural language, the emotional vocabulary of Italian design, and how this project reshapes the idea of luxury for the region.
The collaboration between Giorgetti and Maserati merges two design languages — one rooted in domestic space, the other in motion. How did you translate craftsmanship into a shared aesthetic vocabulary?
Giovanni del Vecchio, CEO Giorgetti:
From the beginning, we wanted this dialogue to be authentic and bidirectional. It is not a question of “applying” Giorgetti’s aesthetics to a car or vice versa, or worse still, simply applying one company’s logo to the other’s product, but rather of building a common language based on design quality, materials and detail.
The collaboration between the two R&D departments – led by Giancarlo Bosio for Giorgetti and Klaus Busse for Maserati – was a true ensemble effort, built on joint research into forms, materials, technologies and functionality. The sharing is deeper than it might seem: we did not design the car’s interior, but we suggested a design that evokes the atmosphere and comfort of a Giorgetti interior; in the same way, Maserati inspired us to define a living environment that reflects the dynamic tension and precision of its automotive design.
In both worlds, craftsmanship and technology coexist in balance. We have translated this shared craftsmanship into fluid forms, surfaces that interact with light and an obsessive attention to detail. Every curve, seam or combination of materials is designed to convey a sense of harmony and continuity.
Giovanni Perosino, CMO Maserati:
The collaboration between Maserati and Giorgetti is built on a shared belief that craftsmanship is a form of cultural expression. At Maserati, movement, performance, and sculptural form define our design language. Giorgetti brings a century of expertise in materiality, proportion, and the art of living. When these values come together, they create a natural dialogue between motion and stillness.
We approached this project with the same philosophy that guides our Fuoriserie personalisation program. The goal was to create pieces that feel crafted around the individual, rooted in intentional design and Italian excellence. This is what allows the aesthetic to remain coherent whether experienced in a home or behind the wheel of a Maserati.
Italian design often balances emotion and precision. What was the emotional idea behind this collection — what feeling should it evoke in the person who experiences it, whether at home or behind the wheel?
Giovanni del Vecchio, CEO Giorgetti:
With this collection, we wanted Giorgetti customers to find continuity with their lifestyle when they get into their car and, vice versa, for Maserati drivers to recognise their own style codes and values when they enter their home.
The Giorgetti Maserati Edition Collection is the meeting point between two visions: that of living and that of travelling, united by the desire to create environments that can excite, even when stationary.
While the Giorgetti Maserati Edition interior design collection stands out for its design inspired by the dynamism and sinuous lines of Maserati cars, the interior of the one-off car pays homage to Giorgetti by amplifying the feeling of “home” thanks to the use of fine fabrics and leathers from the interior collection.
An idea born from the meeting of two companies that share the same values and the same passion for research, technology, forms and materials. This is not luxury to be flaunted, but a private and authentic emotion: that of being surrounded by objects that speak the same language, reflecting a personal, cultured and conscious identity.
Giovanni Perosino, CMO Maserati:
The emotional intention behind this collection is centered on calm strength. Italian design expresses emotion with clarity and refinement, and we wanted every element to feel warm, sculptural, and quietly confident.
In the home, the furniture offers a sense of serenity through its textures and proportions. In the car, the same feeling is translated through the materials and volumes that surround the driver. It reflects the philosophy of Fuoriserie, where every detail is crafted to create an atmosphere that is not only aesthetically elevated but emotionally meaningful.
Materials are the soul of both Giorgetti and Maserati. Which materials or finishes best capture the dialogue between furniture and automotive design in this project?
Giovanni del Vecchio, CEO Giorgetti:
In the Giorgetti Maserati Edition Collection, raw materials are not just a starting point: they are an expressive language, an invitation to experience design through the senses.
We have chosen fine woods, natural and special leathers – such as the metallic-effect Satin leather, created especially for the occasion – exclusive fabrics, metals and lacquers with finishes that recall the automotive world, which interact in perfect balance, giving shape to a collection where every detail is the result of a choice and aesthetic value is intertwined with function and emotion.
Similarly, the interior of the Grecale car features inlaid woods, fabrics and Giorgetti leathers that convey warmth and domestic comfort. The idea is to create a sensory continuum between these two worlds.
Giovanni Perosino, CMO Maserati:
The conversation between the two brands begins with materials. Maserati is known for fine leathers, refined textiles, and sculpted surfaces that express precision and elegance. Giorgetti brings deep expertise in wood craftsmanship and tactile fabrics that convey intimacy and warmth.
By blending these elements, we created a material palette that connects domestic living to the experience of driving a Maserati. It mirrors the offering of Fuoriserie, where clients explore endless combinations of materials to create a personal and authentic expression of luxury.
From your perspective, what defines Italian design excellence today — and how does this partnership reinterpret it for a contemporary, global audience?
Giovanni del Vecchio, CEO Giorgetti:
The excellence of Italian design lies in its ability to combine culture and innovation, tradition and vision. It is not just a question of aesthetics, but a way of thinking and designing that focuses on people and their ability to feel emotions. With Maserati, we wanted to reinterpret this heritage by showing how Made in Italy continues to be synonymous with beauty, expertise and the courage to experiment.
Giovanni Perosino, CMO Maserati:
Italian design excellence continues to be defined by authenticity, innovation, and a commitment to the highest standards of craftsmanship. Today, excellence also requires evolution while remaining true to one’s identity. Maserati embodies this through our approach to performance, electrification, and bespoke craftsmanship. This collaboration brings that philosophy to life. It pairs Giorgetti’s mastery of the home environment with Maserati’s vision of modern mobility. Supported by the depth of our Fuoriserie program, it shows how Italian heritage can be reinterpreted for a global audience through contemporary design, emotional resonance, and a cohesive lifestyle vision.
Presenting this collaboration in Dubai feels symbolic. What does the Middle East represent to you as a cultural and design landscape?
Giovanni del Vecchio, CEO Giorgetti:
Dubai is now a global crossroads where design interacts with different cultures and languages. It is a place that values the future, but with a deep respect for quality and tradition.
For us, presenting our collaboration with Maserati here means recognising the importance of a market that shares our sensitivity for craftsmanship, personalisation and the pursuit of exclusive experiences. In this city, which is becoming a true hub of international design, we see fertile ground for proposing an aesthetic language that has its roots in Italian know-how but appeals to a global audience. In fact, 2026 will see the opening of two important Giorgetti stores in the Middle East: our first monobrand store in Dubai, inside a building designed specifically for Giorgetti by Pritzker Prize winner Richard Meier and managed by Atelio, the design division of Vivium, our local partner and new shareholder in the group alongside Solida and Alsara Investment Group, and a second monobrand store, owned by us, in Riyadh.
Giovanni Perosino, CMO Maserati:
The Middle East represents a vibrant and influential design landscape where craftsmanship, culture, and innovation are deeply valued. Presenting this collaboration in Dubai is meaningful because the region appreciates design not only as aesthetics but as identity and expression.
It is a place where Maserati’s vision is understood and celebrated. The cultural sensibility here aligns naturally with Italian luxury, making it the ideal environment in which to share a project that bridges tradition, creativity, and modernity.
Both Giorgetti and Maserati are entering a new phase of expansion in the region. How do you envision your designs resonating with the tastes, lifestyles, and homes of the Gulf?
Giovanni del Vecchio, CEO Giorgetti:
Giorgetti products stand out for their attention to detail and intrinsic quality in terms of technology, materials and design, values to which this market is highly sensitive. Each piece is unique, free from formal conventions and capable of integrating harmoniously into any context, bridging cultural and temporal divides. Furthermore, our production is entirely in-house and deeply rooted in the artisan tradition of Made in Italy, allowing us to offer a very high level of customisation.
Giovanni Perosino, CMO Maserati:
The Gulf region has an audience that values individuality, narrative-driven design, and luxury that feels purposeful. The sculptural presence of the Giorgetti pieces aligns with the region’s appreciation for interiors that are expressive yet refined.
For Maserati, our Fuoriserie program is especially meaningful here. Clients in the Gulf favour personalisation and the ability to shape objects that reflect their identity. This collaboration unites those values by offering a lifestyle vision that brings coherence between home, mobility, and personal taste. It is a philosophy that resonates naturally with the sophistication and creativity of the region.
Finally, beyond the product, this collaboration expresses a way of living — refined, timeless, and quietly confident. How do you hope it will inspire design culture in this part of the world?
Giovanni del Vecchio, CEO Giorgetti:
For us, this approach means valuing authenticity, quality and time through conscious choices. With this in mind, every Giorgetti product is created to become part of a personal story, to accompany you throughout your life and not just to furnish a space. We believe that this approach resonates naturally with the sensibility of this region. It is an invitation to think of design not only as an aesthetic expression but as an experience, surrounding yourself with objects that favour natural materials, last over time and improve everyday life, discreetly and authentically expressing your own idea of beauty.
Giovanni Perosino, CMO Maserati:
Our hope is to encourage a deeper understanding of luxury as something that carries intention, authenticity, and emotional depth. This collaboration is not only about furniture or automotive design. It is about creating a lifestyle shaped by craftsmanship, cultural heritage, and personal expression.
Through Fuoriserie, we invite clients to shape their own story. Through Giorgetti, we introduce a domestic world defined by refinement and timeless beauty. Together, we aim to inspire a design culture in the region that valores elegance, meaning, and enduring creativity.
