Maserati Goes to Hell's Kitchen

Maserati Goes to Hell's Kitchen
From, by Noah Joseph

New Yorkers know that you go to Fifth Avenue for fashion, and the Diamond District for jewelry. But if it's a luxury automobile you're in the market for, Hell's Kitchen is the place to look. Most of the major upscale automakers have their flagship showrooms on the same ten-block stretch of 11th Avenue on the Upper West Side of Manhattan, and now Maserati is setting up shop in the same area with a dealership of its own.

Currently located far away from the action in SoHo, Maserati of Manhattan has revealed plans to relocate to a new facility at 639 Eleventh Avenue by West 47th Street—right at the heart of the drag known as Automobile Row. The plans call for a four-story complex, walled in glass from floor to ceiling, incorporating showroom space, sales offices, service garage, and a rooftop space for hosting events—all linked by a glass elevator, and with plenty of parking, of course.

The $17-million project is being undertaken by CAI Architecture for BNF Automotive Group, which already runs the Jaguar, Land Rover and Infiniti showroom nearby at 787 Eleventh Avenue. Customers looking to cross-shop with other brands won't have to venture far to find showrooms selling Lexus, Audi, BMW, Mercedes-Benz, Porsche, Lamborghini, Bentley and Bugatti no more than a few blocks away.

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