Interesting news from MV Agusta, as the Italian brand has launched a new design studio in the Principality of Monaco, which will operate in addition to the Castiglioni Research Center that is San Marino.
The Monaco Design Studio is an off-shoot of the MV Agusta dealership in Monte-Carlo, which is run by notable Italian motorcycle racer Virginio Ferrari.
The purpose of the Monaco Design Studio is to cater to the über-wealthy that call the principality home, providing them with a boutique and bespoke customizing experience in direct relationship with the Italian factory.
According to MV Agusta, the studio has already been catering to the very special, affluent, and international clientele of the principality.
Going forward, the Monaco Design Studio will continue to offer complete personalization of the brand’s most prestigious
models, creating unique pieces of motorcycle art for those who can afford it.
“If there had to be one place where to take MV Agusta’s prestige and exclusivity one step further, it had to be Monaco, and Virginio Ferrari had to be the man at the helm,” said Timur Sardarov, CEO MV Agusta Motor.
“The launch of the Monaco Design Studio is only the due official recognition of Virginio’s extraordinary work in all these years. He and his team deserve every success in this exclusive venture.”
The move is an interesting one, with interesting timing, as it was just two months ago that we were reporting on the departure of Adrian Morton as Design Director at MV Agusta.
As the Italian brand tries to take the ultra-premium space in the motorcycle market, a move like this one here, focusing specifically on the Principality of Monaco, MV Agusta is making a strong commitment to the clientele it hopes will ride its motorcycles.
Making official the work that Virginio Ferrari was already undertaking on the brand’s behalf, today’s news seems like a strong move from MV Agusta. It will be interesting to see what future creations we see from the Monaco Design Studio.
Source: MV Agusta
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