Coat Couture: Max Mara Heritage Project
While the rest of the country has not stopped shivering from Winter’s wrath, South Florida has been graced with its typical sunshine and perfectly pleasant temperatures. Since beach cover-ups take priority over coats in Miami closets, Max Mara − the Italian women’s wear designer − has chosen their new Miami Design District store as the second stop on the Max Mara Heritage Project installation in an effort to educate on the evolution on the coat.
The traveling installation has been designed by Migliore+Servetto Architects and will be in store until March 13th. Stopping in Miami may seem counterintuitive due to our limited number of coat-wearing days, but the Miami leg of the multi-media exhibit at the brand’s newest location reinforces Max Mara’s ingrained commitment to supporting the arts.
The installation showcases a special collection of coats dating from the 50’s to present day. Enclosed in floor-to-ceiling cylindrical cases, the coats − from the camel wool coat from 1959 to the 1963 red geranium suit inspired by Jacqueline Kennedy Onassis or the grey cape designed by Karl Lagerfeld in 1972 − offer a historical look at Max Mara and the influential designers that contributed to the heritage of the brand, as well as the fashion icons who have worn the luxury line.
The multi-media experience creates an immersive sensorial environment as not only the coats themselves are on display, but in-store video screens play footage depicting Max Mara’s fashion history, books, animated graphics, images and sketches within the cases.
This mini Max Mara museum is on display through March 13 reminding us how lucky we are to be able to admire the coats without feeling the need to break the glass and put one on to keep warm.
The Max Mara Heritage project runs until March 13th at the Max Mara Miami Design District location, 106 NE 39th Street, Suite 103, Miami, Florida 33137. For more information call 305-770-6200 or visit, www.maxmara.com
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