Located at 813 Madison Avenue, Max Mara’s U.S. flagship may be in New York, but now, thanks to a three-year renovation, the brand’s Italian heritage has never been more present. Reimagined by Duccio Grassi Architects, the sweeping 5,000-square-foot space features silvery ceppo stone flooring (a signature of Milanese palaces) at the entrance, stone-and-brass walls finished by Tuscan craftsmen, and a restored neoclassical exterior, as well as a more fluid, functional layout to give customers an intuitive experience. “We are changing, evolving, and speaking to a larger audience,” says Maria Giulia Maramotti, the Italian fashion house’s global brand ambassador, U.S. director of retail, and granddaughter of the eponymous designer, who worked with creative director Ian Griffiths to nail the look. “New York is not only our U.S., but also our global epicenter.”
Fashion
Duccio Grassi Architects Reimagines Max Mara’s Flagship Madison Avenue Boutique
Three years in the making, the redesigned space embraces the brand’s DNA while paying homage to its past.
Three years in the making, the redesigned space embraces the brand’s DNA while paying homage to its past.
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(Photos: Courtesy Max Mara)
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Max Mara's Madison Avenue Flagship
Ceppo stone flooring at the entrance.
Max Mara's Madison Avenue Flagship
Felt walls framed by hand-treated brass details.
Max Mara's Madison Avenue Flagship
Brass walls and custom lighting by Duccio Grassi Architects.
Max Mara's Madison Avenue Flagship
The new Mini Whitney Bag in red and black velvet embellished with rhinestones.
Max Mara's Madison Avenue Flagship
A more fluid floor plan optimizes browsing space for shoppers.
