MAX&Co. takes over the legendary Rinascente department store - the start of a new era

This October MAX&Co. announces the arrival of a bold new era for the brand with a takeover of Milan’s legendary department store Rinascente.

The takeover begins outside, with eight of the arched windows on Corso Vittorio Emanuele decked out in the MAX&Co. signature shade: red. In store, the brand presence is further amplified with an internal escalator and elevator takeover, guiding the customer to the MAX&Co. corner on the fifth floor.

In the external windows, LED screens play a dynamic rotation of the MAX&Co. logo, new campaign video and real-time portraits. Bringing the customer bang into the middle of the MAX&Co. world, cameras capture the faces of passersby which are then projected into real-time portraits. Framed by branded graphics and playful slogans inspired by the new season mission to embrace ‘Tiny Acts of Free Will’, the portraits are projected onto the central screen.

A truly immersive activation, a bespoke soundscape has also been developed for the external gallery with soft, dreamlike voices whispering brand mottos to thought-provoking yet calming effect.

The takeover marks the arrival of a new era for MAX&Co. in which core brand values are supercharged with a bold, daring enfant terrible attitude. Driven by an unrelenting curiosity, confidence to express oneself and an essential need for community and connection, it’s playful, impactful, rebellious, unafraid to stand out – and MAX&Co. to the core. 

The takeover project is conceived and executed in collaboration with fashion and lifestyle media brand Highsnobiety. Highsnobiety will oversee creative direction and curation and for the next three seasons, beginning with autumn/winter 2025.

The MAX&Co. Rinascente takeover runs from October 14th to 26th.