With a rich history and forward-thinking approach,  SPORTMAX has been one of the Max Mara Group’s most important lines for over 40 years. 
Over the past 10 years SPORTMAX has consolidated its distribution network and is now, in line with the Max Mara Group’s philosophy, inaugurating an important new independent retail project.
The new concept focuses upon creating high end lifestyle stores which offer customers a true reflection of the brand and an exclusive showcase for it. 

With single-brand stores already on the most prestigious shopping streets of Milan, Paris, Moscow, Hong Kong, Shanghai and New York, this year SPORTMAX will begin a program of renovating existing boutiques and opening new stores, all of which will be characterised by a new design concept and a very distinctive identity, planned and designed by the very best architects, thus strengthening the brand’s market presence all over the world.

The first link in this new chain will be the opening of Milan’s flagship boutique, at no. 20 Via della Spiga.  This will replace the existing boutique in the same street with a new, larger location, designed by the architect Vincenzo De Cotiis.

With a retail space of over 250 square meters on two floors, the new SPORTMAX flagship boutique has four large windows that look onto the street.  The store’s concept was to create a monochrome spatial effect by using one main element: the color tan, the fundamental characteristic that discreetly blends the furnishing features with the architecture. 

Space is interpreted throughout the atmosphere by soft lighting, sometimes reflected on glossy surfaces or absorbed by matte, material walls. 

Once through the entrance, the store is structured on two levels.  On the ground floor, the essentially modern, but not minimalist furnishings are linked throughout to

the details of the shapes and materials: textured, matte, aged glass, iron, brass, wood or resins on the floors.  The first floor retains the original and elegant traces of the typical middle-class Milanese.  A number of sophisticated elements have been recovered and enhanced, such as the fine oak flooring and the classic wallpaper, now shielded behind transparent glass as if it were a fine artwork.

The contrast between contemporary and vintage elements is a deliberate style choice, designed to “recover and make use of elements reminiscent of the previous architectural features that once characterized each place or city the new stores open in”, explains the architect, De Cotiis.

Past and present merge in a superbly crafted blend of memories and evocations, in perfect harmony with the philosophy of Sportmax, whose present and future success is rooted in the best its heritage has to offer and in an ongoing process of style research.

This is a perfect backdrop for Sportmax fashion, where customers will find all the collections and accessories of the brand, suitable for any occasion or desire: Sportmax, Sportmax Beachwear and Sportmax code.

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