Max Mara Greater China Performance To Achieve Substantial Growth

The new museum is located at the junction of Meatpacking street, Gansevoor street and Washington street in Manhattan. The gross floor area is 22 thousand square feet. The whole design is responsible for the Liz Renzo prize winner and Italy designer Piano, which will expand the display area of the museum by almost two times. In addition, the opening ceremony of the new museum is scheduled to be held in May 24th, and will be jointly organized by the Italy fashion giant Max Mara fashion group with the official museums. On the afternoon of the event, Max Mara will arrange a private meeting with about 80 collectors, curators and artists. The attendance of guests is expected to reach 4000. This will be the most recent fashion art activity of luxury brands. But the Maramotti family did not disclose the specific expenditure of the Whitney museum project.

Max Mara chairman Luigi Maramotti said in an interview at the group headquarters. "Our family has deep feelings with Whitney Museum, and its history and contemporary art show are deeply attracted to us, so our cooperation is also a matter of course."

"The Whitney museum is unique, not only because it focuses on the inheritance of works of art, but also because of its unique role, such as the regular organizers of Biennale. Today it is a symbol of the art field. The chairman added. He said that the museum has always been committed to promoting the development of contemporary art in the United States, and is passionate about international art and has an open and inclusive attitude.

Achille Maramotti, a tailor's family, began to set foot in advanced customization in 1947. In 1951, it started the brand of Max Mara, which pioneered the industrialization of advanced garments. Today, the company is still firmly in the hands of its three children and relies entirely on its own funds to expand steadily. Max Mara group owns nine brands, including Max Mara, SportMax, WEEKEND Max Mara, Max & Co., Marella, Co., Marella, Max and so on. It is estimated that the total number of employees in the world is 5557, and the total number of stores in the world is 2368, of which only 71 belong to the group. Max Mara flows the Maramotti family to use art to impress the genes of the market. The Maramotti family has always been keen on the arts. According to Maramotti, for many years, the family will purchase some works of art displayed on the Biennale, such as the works of American artist Ellen Gallagher. Max Mara has collaborated with the Whitney Museum several times to launch a series of artistic activities. Last year, the Maramottis family was awarded the Whitney prize for American art. Luxury brand One of the most effective ways to popularize.

　　 Maramottis It is not just the Whitney Museum. The company has also worked with Whitechapel gallery to award outstanding women Max Mara Art Award. Maramotti said that Piano is the designer of the new Whitney Museum, which is the reason for further sponsoring Max Mara. "We need to create a link between national pride. Only those who have experience in the field of art can have such enthusiasm to revive the pure Italian style on the international stage. Maramotti said he "admires Piano's non sensational style. His duty is to provide services for museums and visitors, not to prove himself. "

Whitney, the new museum of American Art Museum, is located on the west side of Manhattan, adjacent to the Hudson River. Upon completion, it will have an indoor exhibition area close to 4700 square meters, an outdoor exhibition area of 1200 square meters, and a terrace facing the high line park. It can undertake more cultural and artistic exhibitions, and will also become the largest non pillar exhibition space in New York.

Max Mara and Whitney Museum The intention behind the cooperation is not difficult to understand. It is through the arts to promote Max Mara in the US market and even the global market. This Max Mara is also working with Renzo Piano studio to produce a new Whitney series handbag. The product will be exhibited in the Fifth Avenue Saks window on Saturday. The most distinctive element of the handbag is that the texture of its leather surface is in line with the outline of the new museum's exterior structure. The design of the novice bag is also a fusion of traditional handicraft and innovative technology. The leather is embedded with brass mold, and the outline is drawn through the side line to show the whole metal structure of the new hall. The inspiration of the handbag buckle is inspired by the appearance of the Whitney Museum, and the inner pocket and spring buckle are made of special electroplating layer, which is stitched with red thread and is also a unique feature of handbags.

The Whitney series handbag is designed for one year, and is produced by internal production. It will provide three sizes and colors, namely black, Bordeaux red and brown. The 250 exclusive collection limited edition will also be released. There are two colors, which are light blue and gray, consistent with the appearance of the museum metal. Piano said, "we try to preserve simple and pure design, apply only technological creativity in detail, and show respect for raw materials as much as possible."

Over the past three years, the profit of the brand in the US market has continued to grow by two digits. In 2014, sales in the US rose 25% and sales amounted to 130 million euros ($173 million). "The United States is a product oriented market, consumers are more smart, their unique vision, unique products can attract their attention, and our brand history just has this value, so we have enough confidence in the market. "Maramotti said. Recently, many celebrities have been photographed wearing Max Mara clothing, including Sarah Jessica Parker, Kim Kardashian, and even the Duchess of Cambridge. At the same time, the brand is also cooperating with the big stars like Amy Adams. Recently, Jennifer Garner has been filmed for the latest leather products. Max Mara's first store in Bergdorf Goodman will open this month, and its independent brand store has recently opened in Miami design district.