Research
New Store Max Mara in Milan
New Store Max Mara, Corso Vittorio Emanuele, Milan: 1400 square metres distributed over four floors, for a multi-sensorial shopping set in a surprising, playful environment.
The path the shopper is led along has a rhythmic step which focuses on the art of surprise, accentuated by the vertical layout.
The ground floor, a space of emotion and vision, dialogues with the outside world. The osmosis with the street outside is underlined by the windows with no frames, and by a stage-area. This is a functional epicentre for the innovative and technological presentation of collections.
An imposing burnished copper helical stairway with an oak lining strongly characterises the space with its imposing and sinuous profile, and is the strongest element in terms of visual impact.
The gallery floor, the floor of sensuality, of dreams, houses the world of Sportmax and Sportmax Code. The first floor, the floor of balance and elegance, on the other hand, is divided into two areas: the larger, more than 600 m2, is dedicated to the world of Max Mara and ‘S Max Mara, with coordinated accessories; a smaller, more intimate department is designed for brides.
The final floor, the basement, is a veritable island within the store. It represents the floor of naturality and contamination: the other architectural and design world, characterised by different grammars of form and material: rough and urban, but sinuous. Nicknamed ‘The Basement’, it is reached down a wide stone staircase, the ideal entrance to an underground station, and is home to the Weekend and denim collections, together with a selection of design and furnishing elements, overseen by Rossana Orlandi.
The Basement
Accessories collection area
View of helical stairway
Wedding collection area