Defining a new concept of SPACE and TIME for WEEKEND MAX MARA
Weekend Max Mara
Weekend Max Mara is a contemporary womenswear founded in 1983 and part of the Max Mara Group. As part of a process of brand’s repositioning we started in 2023, we curated the opening of the brand’s temporary store in Corso Vittorio Emanuele, Milan, in collaboration with the architect duo Piovenefabi.
Client: Weekend Max Mara
Typology: Spatial design
Year: 2024
A new definition
As the connotations of “weekend” have evolved over the years, so has its meaning for the brand. In today’s hustling society, leisure time is a fleeting feeling, and one must find moments of respite in the everyday. Through the temporary store, we turned the vision of accessing the weekend anytime and anywhere into reality.
As the connotations of “weekend” have evolved over the years, so has its meaning for the brand. In today’s hustling society, leisure time is a fleeting feeling, and one must find moments of respite in the everyday. Through the temporary store, we turned the vision of accessing the weekend anytime and anywhere into reality.
An urban oasis
Reminiscent of an oasis in the city, the boutique offers a chance to unplug and unwind. Designed as a space to enjoy the slow passing of time, the boutique features nature related materials such as rocks, bricks, textiles, botanical elements, plus metals that frame Weekend Max Mara collections. Influenced by outdoor living, the greenery was curated by Belgian designer Jeroen Provoost.
Reminiscent of an oasis in the city, the boutique offers a chance to unplug and unwind. Designed as a space to enjoy the slow passing of time, the boutique features nature related materials such as rocks, bricks, textiles, botanical elements, plus metals that frame Weekend Max Mara collections. Influenced by outdoor living, the greenery was curated by Belgian designer Jeroen Provoost.
Milano Design Week: “On Slowness”
On the occasion of Milan Design Week 2024, we partnered with Bitossi Ceramiche to present some of their renowned handmade ceramics in-store. The layout, curated by award-winning designers Objects of Common Interest, featured works by Patricia Urquiola, Zaven, Objects of Common Interest, and pieces from the brand’s heritage collections.
On the occasion of Milan Design Week 2024, we partnered with Bitossi Ceramiche to present some of their renowned handmade ceramics in-store. The layout, curated by award-winning designers Objects of Common Interest, featured works by Patricia Urquiola, Zaven, Objects of Common Interest, and pieces from the brand’s heritage collections.
A dedicated offline presence: “A Weekend in Milano"
The project presented a tailored identity taking from the concept of “A Weekend in Milano”. For the opening of the Milan temporary store, multiple offline outputs were implemented to strengthen the personality of the project.
The project presented a tailored identity taking from the concept of “A Weekend in Milano”. For the opening of the Milan temporary store, multiple offline outputs were implemented to strengthen the personality of the project.
Result
We envisioned a new TEMPORARY urban OASIS for WEEKEND MAX MARA
Explore more projects