Tuesday, 9 March 2010 - trade news

NEW CONCEPT FOR MAX MARA'S PARIS STORE IN AVENUE MONTAIGNE

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The reopens of MaxMara's Paris store at 31 Ave. Montaigne, extended and renovated with a new concept.

The store's new concept has been developed in collaboration with the ‘Duccio Grassi Architects’ studio, entrusted with renovation and modifying the layout.

This new concept is based around the idea of a box engaged in dialogue with the exterior through two channels: the large glass surface looking onto an inner courtyard that has been turned into a vertical garden, thus amplifying the space and transmitting the sensation of being out in the open; and the 4 splendid large, six-metre long windows.

Both of these new features make the most of the natural light of the sun, making the inside of the store noticeably brighter.

The external structure has been modified throughout in order to create more space for the windows and afford greater visibility to the outward-facing walls.

This 510 m2 store has been conceived as a dynamic, fluid route through the collections within it.

It is divided up into three specific, clearly defined areas, each of which is open to the others. The theme of natural vegetation is the essence of the design concept, with pure lines and organic materials coming together to create a tactile, visibly organised space that offers a wealth of dynamic contrasts.

Wood is the star of the show here - ash-treated oak, wicker and ipé lapacho from an Argentinian stadium built in the 19th century – accompanied by platinum leaf glass and metal.

White has been replaced by soft, warm shades, creating a fresh new air throughout the MaxMara store