CARTE BLANCHE: how to raise attention around SPORTMAX?
Sportmax Carte Blanche
Carte Blanche is a capsule collection conceived by Studio Blanco to raise press and PR attention for Sportmax, a brand of the Max Mara Group. Every year, from 2009 to 2016, we chose an artist to collaborate with the brand to release a limited edition collection of scarves, shirts and dresses. We then art directed the collection, managed its production and created the project's visual identity.
Carte Blanche by Ambra Medda, 2013
Carte Blanche by Langley Fox Hemingway, 2015
Carte Blanche by Chiara Clemente, 2014
Designed by the Artist
The first edition of Carte Blanche featured French artist Christophe Brunnquell. Year after year, renowned talents starred the collection, like American indie icon and musician Kim Gordon from Sonic Youth, American artist Lola Montes Schnabel, Italian creative and former Art Basel Miami director Ambra Medda, Italian director Chiara Clemente, and American illustrator and model Langley Fox Hemingway
The first edition of Carte Blanche featured French artist Christophe Brunnquell. Year after year, renowned talents starred the collection, like American indie icon and musician Kim Gordon from Sonic Youth, American artist Lola Montes Schnabel, Italian creative and former Art Basel Miami director Ambra Medda, Italian director Chiara Clemente, and American illustrator and model Langley Fox Hemingway
From Research to Packaging
Studio Blanco did the preliminary research to identify artists and photographers to involve: beyond the artists, we also collaborated with talented photographers such as Dario Catellani, Carlotta Manaigo and Estelle Hanania. We art directed every single collection, managing its production and creating its own visual identity – from website to packaging.
Studio Blanco did the preliminary research to identify artists and photographers to involve: beyond the artists, we also collaborated with talented photographers such as Dario Catellani, Carlotta Manaigo and Estelle Hanania. We art directed every single collection, managing its production and creating its own visual identity – from website to packaging.
Carte Blanche by Christophe Brunnquell, 2009
Carte Blanche by Kim Gordon, 2011
Cultivating Brand Culture
The complexity and ambitious nature of the project paid back. Sportmax grew to be perceived as the most avant-garde brand of the whole Max Mara Group.
The complexity and ambitious nature of the project paid back. Sportmax grew to be perceived as the most avant-garde brand of the whole Max Mara Group.
Events and Press
Every capsule collection was launched worldwide during special events in New York, London and Milan. The project had an immediate and measurable impact on the international fashion scene, with plenty of cover stories and editorials dedicated to it.
Every capsule collection was launched worldwide during special events in New York, London and Milan. The project had an immediate and measurable impact on the international fashion scene, with plenty of cover stories and editorials dedicated to it.
Opening events
Result
Carte Blanche became an UNEXPECTED SOURCE OF REVENUE for Sportmax, raising brand awareness worldwide and opening a dialogue with new consumers
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