Maserati has long been an international icon of performance and luxury but it needed to re-establish its relevance among the next generation of car owners who prized street cred above all. To bring the brand up to speed with hypebeasts, Maserati turned to the Godfather of Streetwear himself – Hiroshi Fujiwara, founder of fragment.
We brought the luxury automobile into the world of street culture, street art and street fashion. We positioned this not as a car launch, but a hype drop. Not through mainstream media, but rumors in the alleys of Harajuku.
Results:
