WEEKEND MAX MARA UNVEILS A NEW CONCEPT FOR ITS MILAN FLAGSHIP
With over 40 years of history, Weekend Max Mara continues to evolve, blending legacy and modernity.
In 2026, the brand looks ahead with a new design for its flagship store in the heart of Milan, evoking natural warmth and a sense of tranquility amidst the city’s pulsating energy. For Weekend Max Mara, the weekend is more than just a moment of the week; it represents a mindset for women who wish to carve out moments for themselves and leisure amid their busy lives.
Weekend Max Mara and its new Visual Identity
In 2026, Weekend Max Mara introduced a new brand identity with an updated logo and a new institutional color, a deep shade of green chosen for its refreshing quality and its perfect fit with the brand's nature-inspired DNA. Evoking outdoor living in all its forms, Weekend Max Mara embodies positivity and authenticity, bringing together women seeking a nonchalant elegance, a light narrative, and a sense of community.
Milan Store at Corso Vittorio Emanuele II
The new Milan store acts as the physical centerpiece of this evolution translating renewed creative pillars into a tangible, immersive retail environment (before rolling out across the house’s online and offline touchpoints globally). Aligned with the brand's core values, it stands as a quiet refuge that invites customers to slow down. Inside the store, the deep green hue and refined material choices seamlessly bridge the gap between interior design and brand philosophy. The space invites guests to step out of the urban rhythm and into a warm, relaxed atmosphere that mirrors the welcoming essence of the Weekend Max Mara lifestyle.
The new layout, envisioned as a peaceful winter garden, beautifully integrates nature and architecture. The 210 -square-meter store, split between the basement and ground floor, opened on September 11, 2026, at Corso Vittorio Emanuele II, 5. The overall concept, developed by Stockholm-based Stamuli Studio, combines a mix of materials and textures that invite touch and exploration.
The façade
Entirely redesigned, the façade introduces the concept from the street. The storefront becomes more than a display, turning the flow of movement into part of the architecture itself. Texture is central to the project, grounded in warm organic materials and neutral hues, accented by the house’s new signature green.For the new store, Weekend Max Mara has developed an exclusive new material, a reclaimed terracotta composite from Fornace Brioni, sourced from the cotto recovered from its former Milan temporary store. Used for the counters, shelving, and display surfaces, this visually catching material carries fragments of the brand’s previous retail identity, reworked and reintroduced in a different form and function. Sisal carpeting, light terracotta floors, and clay-plastered walls provide the framework, decorated with walnut wood built-in shelves, polished and brushed steel fixtures, lacquered green cabinets and benches, and glass elements.
Wooden grid-patterned partitions appear both minimalist and warm, reinforcing the greenhouse-like atmosphere with a subtly oriental quality that reimagines a glasshouse as urban architecture. Capturing a seamless dialogue between a natural character and sleek elegance, the space creates a soothing, reassuring ambiance that serves as the perfect backdrop for the collections. Lighting plays a crucial role in the concept, articulated across two levels.
The lighting
Technical lighting— featuring track mounted spotlights and LED strips integrated into the fixtures—is paired with ambient light created by backlit light planes on both floors, appearing on the facade and inclined ceiling of the ground level as well as in the basement. The dialogue between these two systems adds depth to the space, reinforcing the winter garden atmosphere that defines the entire concept. The ambiance conveys a quiet sense of luxury, elevated by balance and authenticity, and enhanced by lightness and Italian tradition.
The Milan new flagship store follows strategic openings in Cologne, Monte Carlo, and Lisbon.
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