Max Mara inaugurates new flagship in Tokyo – WWD

TOWARDS TOKYO: On Saturday, Max Mara will officially open its new flagship in Tokyo’s luxury shopping district of Omotesando. The Italian group has been active in the Japanese market since 1989, and this will be Max Mara’s second boutique located in the country.

The store was inaugurated on Thursday with an exclusive performance by Japanese singer Chara, broadcast live and projected on the screens of the famous Shibuya intersection.

The 4,320 square foot store was designed by studio Andrea Tognon Architecture, which also curated the Old Bond Street unit in London and Max & Co.’s locations in Milan, Hong Kong and Madrid.

The interior design is in line with other Max Mara stores around the world: the floor was made of Italian red travertine and the carpets were laid out in alternating geometric patterns. Guests will also be able to see an imposing interior metal staircase with mirrors and reflective surfaces that will create optical illusions.

The new campaign image, which shows a gray dog ​​wearing the brand’s must-have 10181 ‘Icon coat’, is displayed on the facade of the building.

The new Max Mara store in Tokyo which will open on Saturday.

Courtesy Image

According to the company based in Reggio Emilia, Italy, the store will also serve as a way to interact with its customers in different ways. For example, in October, Max Mara unveiled a permanent installation by artist Eva Jospin in its Milan flagship.

The company was founded in 1951 by the late Achille Maramotti. Max Mara is now available in 2,500 points of sale in more than 100 countries. The private Max Mara Fashion Group owns nine different brands, including Max Mara, Sportmax, Weekend Max Mara, Max&Co, Pennyblack, Marina Rinaldi, Marella and iBlues.

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