MaxMara has always been consistent about its tradition and continuously develop within precise style identities. In the ever- changing fashion retail environment, innovation is entirely about change. Brands should consistently surprise and delight customers with hight expectations. To transform the customer retail experiences of the Max Mara brand in new ways, an engagement of the store environment has been developed.
The original retail environment of Max Mara is a combination of natural and industrial elements, creating fresh and elegant style based on contrasts. The sequence of solid volumes and empty spaces; the ensemble of different materials; the combination of curved and straight lines, which everything contributes in giving a unique look to the boutique.
There is always contrast for everything:
soft and hard; lines and curves; solid and liquid, geometric and organic. Transition is the process to combine two contrast shapes, materials for form together which performs in a surreal way.
soft and hard; lines and curves; solid and liquid, geometric and organic. Transition is the process to combine two contrast shapes, materials for form together which performs in a surreal way.
The design is to create simple but delicate props and fixtures with the idea of transition in between natural and industrial elements which based on the style and identity of the Max Mara brand.
