Max Mara boutique Rome | Duccio Grassi Architects

In the charming and elegant context of one of the most famous luxury streets, Max
Mara renews the spaces of the Rome fagship store in Via dei Condotti.
On the ground foor of Palazzo Torlonia, exceptional building rich in historical and artistic
heritage, the store extends through complex spaces with a succession of volumes that are
quite diferent in sizes and shapes, but that nonetheless are uniform in style and purpose.
The atmosphere, colors and materials recall the identity of Max Mara, combining them
perfectly to the architectural features of the place: vaulted ceilings, large windows, marble
portals and frescoes are integrated into a fashionable context that enhances them.
The materials used are those which identify the brand Max Mara: soft colors, wood, iron and
crafted glass; as in the recent fagship of Hong Kong they are accompanied and enriched by
new elements that reinforce the idea of elegance, leaving room for an important reminder to
the nature.
This reminder is particularly evident in the difused use of midollino curtains that screen the
openings, but at the same time allow a better exploitation of the sunlight during the day. The
natural shapes of these curtains are repeated in large masonry surfaces treated with gypsum
panels excavated, recalling fossils of an ancient forest.
The concept for Weekend collection is totally new: with its more informal design it highlights
the particular features of the building juxtaposing coats of arms and raw materials such as
thick planks of wood, fabric and iron.
The lighting system is a very important part of this project, designed specifcally for these
spaces by Duccio Grassi Architects with Viabizzuno. Large suspended chandeliers in the
rooms with vaulted ceilings provide optimal environments and ceilings illumination thanks to
their versatility: when closed, those elements appear as large chandeliers, but when open
they assume the same fexibility of a track lighting system.
The internal distribution of the store is more fuid thanks to the logic and rational organization
of spaces, suitable to meet the needs of a fagship store, directing the fow and planning
carefully, not easily, the placement of the service areas and plants.