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With the drawing of this Love and the voice of this Calling 
we shall not cease from exploration 
and the end of all our exploring
 will be to arrive where we started
 and know the place for the first time.

Max Mara Campus

Main operational headquarters since 2003.

The project for the new headquarters of Max Mara Fashion Group has its roots in an intense and delicate dialogue between architecture and landscape, modernity and tradition.
The aim of the complex was to represent the company's spirit - international yet rooted in its territory - maintaining a balance between city and countryside, agriculture and industry.

In the same way, Max Mara's culture strongly believes in fashion created with an architectural approach, i.e. that aims to achieve something permanent, with a design that includes strong functional elements and places the person at the centre to enhance its identity. 

The project of the McAslan/Walzer team was chosen and developed for its urban approach which focused on the integration with the area in an innovative way and for the respect and enhancement of the individual.

In a rather flat region like Emilia Romagna, the concept of boundary is weak so grid configurations have always been frequently adopted as can be seen still today: plots of land, roman roads, medieval style irrigation channels.

The architectural building and landscape project of the Campus is inspired by this layout, harmonising the two elements.

 

The geometry of the fields penetrates the complex with uninterrupted rows of poplars which have become as significant a the buildings.

Another significant aspect of the project that creates a connection between the new building and the surrounding agricultural area is the on site irrigation: the impact of the irrigation channels connected to the rows of trees has created an extremely strong geometry in the area in which the company buildings are located.

The new headquarters house five companies of the Max Mara Fashion Group.

The complex has brought these companies under "one roof" however each company has maintained its identity by dividing the space in a modular way, creating pavilions connected by hanging bridges. 

In particular, the offices and ateliers are in three connected blocks, extremely flexible in formal terms, with a mix of closed and open spaces.

The offices face external semi-public areas, with courtyards that recall town squares, while the ateliers are on the first floor in spaces with high ceilings, full of light and characterised by intensity and calmness.

The building which houses the showrooms - which represent Max Mara's "window" onto the world, i.e. the places where the garments are shown to customers - is simple and refined, divided into a series of flexible and spaces with a clean design.

The large warehouse equipped with a modern automated storage and stacking system has a very industrial look.

 

Despite this, the building is not considered as something separate, in fact the restaurant that serves the entire complex is located in this building removing any sense of isolation.

The squares, streets, the balance between private and public space where a number of relations interweave at different levels introduce the concept of living the complex like a "miniature town".

These different types of constructions have all been built using one single type of structural material: concrete, both prefabricated and cast on site, the traditional material used in the region in the 20th century; this material has been integrated with large areas of brick work (terracotta covering bricks) and large windows that guarantee the continuity of the external landscape.

 
 
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