Max Mara opens HK flagship

Italian fashion house Max Mara has opened a new flagship store in Hong Kong’s Central, inside the St George building.

The 450 sqm store covers two floors and features a large 40 metre long corner facade. It was designed by Duccio Grassi Architects.

The store features LED screens that transmit images on a natural theme, and can be glimpsed through a forest of cane stick panels, (pictured below), while natural essences and fragrances are pumped through the air conditioning system.

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The architecture of the building is traditional on the outside while the interior is made of steel, glass and moving light that frames the entrance and the windows.

A specific area is given over to coats, traditionally an icon of excellence for the Max Mara. Inside, customers will find the Max Mara, S Max Mara and Sportmax collections, as well as a large selection of accessories.

Max Mara has 36 stores in Hong Kong, the first of which opened in 1988. The first store in mainland China opened in 1993 and Max Mara now has more than 300 stores in greater China.

Max Mara chairman Luigi Maramotti said the brand plans to speed up its expansion into the Chinese market with initial focus in top-tier cities like Shanghai and Beijing.

“In China, growth has been always much bigger than we could ever predict. Basically, we could not catch up with the speed of growth,” Maramotti told South China Morning Post newspaper.

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