Behind the scenes: Maserati's Instagram takeover

Maserati celebrated its latest Instagram takeover campaign with live music performances and an immersive journey through food and drink inspired by the automotive brand's newest model.

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The event, which took place on 27 April at The Vinyl Factory in London's Soho, showcased Maserati's newest model; the Levante SUV. 

Since its launch in November 2015, Maserati GB has been taking a unique approach to using Instagram by becoming the only automotive manufacturer to relinquish control of its Instagram channel on a monthly basis.
 
Each ‘takeover’ has seen a diverse range of established and up-and-coming influencers explore life with a Maserati from a different angle - from ballerinas, architects, a famous cycling illustrator, an international rugby player, to a pop star touring London Fashion Week. Each person has curated their own unique content for the channel.
 
As a result, Maserati GB say it has grown a visually rich, diverse and exciting Instagram channel. At last night’s ‘Maserati Takeover’ event, guests enjoyed a full sensory experience; including two live performances, powered by Bowers and Wilkins, from Hollie Stephenson and Tallia Storm who sang a selection of songs.

A gallery of Instagram photography showcased the vibrant content created over the past 18 months, and cocktails by Scotch + Limon were served alongside Italian food by Francesco Mazzei – all inspired by the Maserati Levante.
 
The luxury cocktails by Scotch + Limon were created by their mixologists and a team of influencers, all designed to tell the story of the Levante. Meanwhile, Mazzei – who took over Maserati’s Instagram channel in February – curated a canapé menu deliberately designed to be different and unexpected. 

This month Maserati’s Instagram channel has been taken over by @nikon_photography_ which is embarking on a journey of discovery from London to Lands End with the new Maserati Levante.

Maserati staged an activation at last year's family-friendly Eroica Britannia festival.

More: In February, automotive brand Toyota unveiled the world's first drive through immersive theatre experience to showcase the launch of its C-HR model

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