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Max Mara: A debut for the Italian brand at a European airport |
DENMARK. The first Max Mara boutique at a European airport has opened at Copenhagen Kastrup. The 65sq m store includes a striking 6m high facade. The move is part of a wider expansion of the brand into the airport channel, where Max Mara has ambitions to open 50 stores over the next five to six years.
Copenhagen Airports Director, Airport Sales Lise Ryevad said: “We look forward to offering our travellers a touch of Italian zest as they travel through Copenhagen Airport. We consider it crucial that we can always offer exciting experiences to our passengers, and we are certain that Max Mara’s new shop and its stylish designs will help us do just that.”
The new concept, designed by Duccio Grassi Architects, will feature a summary of the best the brand has to offer, said the airport company.
The design includes soft shades and organic materials such as wood teamed with stone and metal. Technology is used to create a sensory experience: in the window display traditional mannequins are replaced by a permanent video installation for example.
A key aspect of the project is the lighting, said the airport. “The design of a new simple, linear lighting system guarantees an impressive result for areas that, by the nature of their location, never benefit from natural light. And the product offer features a perfect balance of ready- to-wear items and accessories, in keeping with the utility luxe concept for which Max Mara is well known.”
Max Mara is expanding into the airport arena and plans to open six stores in the channel during 2014, and 50 over the next five to six years. These will be concentrated mainly in Europe, Asia and the USA. Already confirmed for opening are stores in Madrid (with two Weekend Max Mara outlets), Malaga and Munich.
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The opening is part of Max Mara’s expansion plans for the airports channel |
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