creating a dynamic, evolving space that blends smoothly with the surroundings, drawing them in and directing them through the areas created. Shopping thus becomes a multi-sensory experience in a setting filled with surprises. The following collections are on sale in the boutique: Max Mara, Max Mara Elegante, 'S Max Mara, Weekend by Max Mara, plus an ample selection of Accessories.
The Max Mara Group, present in the Russian market since 1995, today has over 80 stores of its own, and can also be found in some 203 multibrand stores throughout the country.
With the inauguration of this store, the Max Mara Group once again underlines the huge importance of the Russian market for Italian-made goods.
 

PEBO), still one of their most popular products, renowned for its simple and yet unique design, which became one of the most widely used coffee makers in the world in the 1960s and 70s.

The first French-style coffee maker (CHAMBORD) dates back to 1974. Designed in close collaboration with Jørgen Bodum, from the BODUM® Design Group team which for almost 50 years has been in charge of the design and development of BODUM® products.
CHAMBORD allows the coffee beans to fully develop their aroma, so effectively that it is used by coffee tasters to assess the bean quality.

From the day it was launched, CHAMBORD became a classic in the coffee maker field. It is still one of the most popular products in the BODUM® collection today, representing the most simple and ecological solution for preparing a good cup of coffee - its operation requires only coffee and hot water, and it produces no waste or pods to be thrown away.

And this is where the claim ‘make taste, not waste’ comes from for this exhibition produced by BODUM® for the Furniture Salon at the MaxMara Store in Corso Vittorio Emuanuele. For the occasion,
two of the most famous BODUM® coffee makers will be on display: PEBO (one of their first designs) and CHAMBORD (in the two colour variants, gold and metal).

Since 1974, BODUM® has produced more than 100 million coffee makers.
BODUM® produces designer products that are accessible and functional in everyday life - intelligent products which speak a global language.

This has led to its union with Max Mara, a company whose success is based on the values of passion, commitment and tradition at the service of concrete fashion, interpreted with personality and style.
For Max Mara too, 2011 is an anniversary year, celebrating 60 years since its establishment.

The Group counts more than 2,250 stores in more than 100 countries and 21 different collections whose common denominators are quality, style and respect for the distinctive feature which has made Max Mara one of the most famous fashion names in the world.
 

items that are emblematic of distinctively Italian spheres of innovation.
Max Mara has been selected to be part of this context, and will represent Italian excellence in the world of fashion. Thanks to the innovative vision of its founder, Achille Maramotti, the maison from Reggio Emilia is acknowledged as having revolutionised the clothing industry with its range of "haute de gamme" apparel manufactured by means of industrial processes.


More info on:
acs.beniculturali.it

More info on:
collezionemaramotti.org

SPORTMAX
Fall - Winter 2011


See the runway show

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.

This is why he has regularly mixed in his exhibitions works on canvas and tridimensional works. They coexist in his daily practice.
For the Maramotti Collection, Scheibitz’s project consists of three large paintings and one sculpture, but neither the sculpture is a tridimensional enlargement of the painting’s imagery, nor the paintings constitute bidimensional repetitions of the shapes in the sculpture.
While the latter may appear as a monumental version of a hieroglyph quoted from an unknown language, the three paintings are instead performing an abstract play which evokes and transforms into myth the sets and other plastic elements of Bauhaus and Suprematist theatre.

An artist's book accompanies the exhibition. It includes a selection of images and drawings chosen by Scheibitz from the iconographic archive upon which most of his work is founded. Each chapter of the book focuses on

one of the works in the show, providing a view into the ideas and the process characterizing the artist’s creations. The book, published by Gli Ori, also includes a critical essay by Mario Diacono, both in Italian and in English.

More info:
collezionemaramotti.org
 

Alongside the dresses, Max Mara offers an entire range of accessories,  from shoes to veils, gloves and bijoux flowers.
Choosing the dress for your most important day in a professional and relaxed atmosphere, with a professional and free consultation, is the dream that will be realize in several Italian stores, thanks to the Max Mara Wedding Tour.

The tour is starting at the beginning of December and it is passing in the following city: Bologna, Bari, Roma, Napoli, Palermo, Catania, Messina, Torino, Padova, Firenze.
Each event will begin at 15:00, the confirmation is welcome.

The collection will be presented in the following city: Reggio Emilia, Lecce, Genova, Roma, Modena, Piacenza, Pescara. The confirmation is welcome.

The collection
Store
 

"Best Fashion House
Max Mara
This is the camel coat winter – and as such, the Max Mara winter. This label is famous for its elegant, timeless camel coats, like the 101801 Icon Coat, which has been at the top of many women's wish lists since the eighties. Max Mara invents basics, and adds new twists to existing classics. With its business suits, elegant tops, cocktail dresses and tweed coats, this brand forms the basis of every woman’s wardrobe."

In the picture:
May-Britt Mobach editor in chief Marie Claire in Max Mara Elegante, Nicola Gerber Maramotti in Max Mara Elegante and Peter Dundas.

opening of the Max Mara flagship store in Kolonaki Center of Athens
and Gala dinner at The New Acropolis Museum.

See the video

See the runway show

See the runway show

Nowadays, the camel coat is a must of the season, presented on the catwalks of all fashion shows.
It has been always representing a symbol of the Max Mara success worldwide.

From Paris to Beijing, from Milan to Tokyo, from New York to Moscow, in all Max Mara stores, which will take part to the Vogue Fashion’s Night Out event, there will be sold, not only coats but also tailleur, trousers, skirts in cashmere and pure camel identified with the label ‘Max Mara, the Icon’, to be mixed with matching accessories.

As in an art gallery, in these stores, a selection of the

most impressive advertising campaigns will be exhibited: shots by Paolo Roversi, Richard Avedon and Steven Meisel, up to the most recent Craig McDean and Mario Sorrenti ones.

Despite fashion changes and evolutions through the time, the camel remains a timeless synthesis between tailoring and research.
A real design object.
 

veining of wood – all re-interpreted and re-elaborated with the watercolour technique and some metalic ink and black acrylic.
In the Carte Blanche collection, Kim tells the story of her everyday life, what it means to live far away from the lights of New York city, the thrill of being surrounded by a green landscape, the delight of direct contact with the environment.


THE ARTIST
It is difficult to sum up the multi-talented Kim Gordon in just a few lines.

Sonic Youth – the band she founded together with Moore at the beginning of the '80s – have almost 20 albums to their name and are regarded as one of the most important rock groups of the last 20 years, on a par with REM, Nirvana and U2.

Thanks to their experimental, creative approach, Sonic Youth have played a decisive role in the development of today’s indie rock, and were the forerunners – and indeed in a sense the inspiration behind – the grunge movement, of which Nirvana, Pearl Jam, Mudhoney, Soundgarden and many others were to form part.

Hugely important as the band has been for her career, there’s much more to Kim Gordon than Sonic Youth. She is also an art student who has worked for Larry Gagosian, written for Artforum, organised various exhibitions, directed music videos, acted in Gus Van Sant’s film "Last Days” and run her own two fashion labels (X-Girl and Mirror/Dash).
As if that weren’t enough, it is in the field of visual art that Kim Gordon’s parallel career has grown exponentially, with several books published and countless exhibitions in prestigious galleries and museums all over the world.

She has recently inaugurated the New York exhibitions "The Noise Paintings", at the  John McWhinnie  Gallery, and "Performing/Guzzling" at the KS Art, for which a volume of the same name has been published at the same time by the prestigious publishing house Rizzoli USA.

With a curriculum of this calibre to her name, it is no surprise that Kim Gordon has become very much a cover icon, as well as an absolute symbol of feminine style: her influence has moved beyond the musical sphere out through the full spectrum of culture, from fashion to art.

THE CONCEPT
Carte Blanche means according full powers, complete freedom of initiative. Carte Blanche is the first Sportmax collection project in which the artist is the fulcrum of the decision-making process.

Carte Blanche is an expression of French origin, which literally means “blank paper” and was once used as “Charte Blanche”. Dating back to the 15th century, it originally had the sense of free enterprise, and later came to be used in military jargon to refer to an unconditional surrender agreement that the losing side would send to the winners, in the form of a blank sheet of paper that the former undersigned, leaving it up to the latter to complete it with the terms of the agreement.

Carte Blanche appeared in the English language in 1700 as an expression with this literal meaning, thereafter acquiring its modern meaning of according someone full, unconditional powers of initiative.

The winner of the 2010 MaxMara “Face of the Future®”  Award is
Zoë Saldana
Star of the unparalleled film phenomenon Avatar, along with last summer’s enormously successful Star Trek, Zoë Saldana has captivated audiences and critics alike with her fresh beauty, intelligence, energy and wit.  She’ll next be seen in theaters this April in both Screen Gems’ Death at a Funeral and Warner Bros’ The Losers. Her additional film credits include: Center Stage, Guess Who, Pirates of the Caribbean: The Curse of the Black Pearl and The Terminal.

During the Crystal + Lucy Awards® the following awards will also be assigned:

Donna Langley 
2010 Crystal Award for Excellence in Film
Famous producer and Co-Chairman of Universal Pictures.

Courteney Cox
2010 Lucy Award for Excellence in Television
Courteney Cox became a household name as the neurotic yet loveable Monica Gellar on NBC’s Emmy® Award winning comedy Friends.

Lisa Cholodenko
2010 Dorothy Arzner Directors Award
The emerging director of movie “The Kids Are All Right” with Annette Bening and Julianne Moore

Cynthia Pusheck
2010 Kodak Vision Award
Director of Photography for ABC’s acclaimed drama series, Brothers & Sisters.

His work, with a strong conceptual imprint, combines a minimalist elaboration with a profound knowledge of photographic technique that he transposes into the practice of painting.
His project at Collezione Maramotti is composed of ten new pieces arranged in the Pattern Room space as a sort of big installation.
The canvasses, after a mirror-plating treatment, look like reflective panels which are permeated with the ghost-like presence of the underlying paint while at the same time constantly transforming in a dialogue with the light and and the silhouettes of objects and bodies in the surrounding space

More than fifty black and white photographs from the 1960's and 1970's document a fundamental period in the history of Mali: the country, after having won its independence, was full of new social and cultural dynamics. Sidibé narrates the nights of Bamako, the parties in clubs, the dancing to the rhythm of Western music and young people's zest for life.
Together with these photographs, a series of images documenting his long-time interest for studio portraiture where he has always tried to convey the spontaneity and beauty of people.


 

(particularly pastel) colours. The ETTORE kettle is produced in four variants: sky blue, lemon, pale green and white, which perfectly match the BODUM® 2010 collection, rich in bright shades which add positive energy and transform our kitchens into lively, fun places.
ETTORE also produces hot water using less energy, and is an indispensable aid for the “French” coffee maker – a permanent star product in the BODUM® collection, and one of the greenest ways of preparing excellent coffee – which requires boiling water.

Together with the ETTORE kettle, BODUM® presents PAVINA, a collection of white ceramic cups and glasses with a band of coloured silicon, a useful non-slip and heatproof element which adds a touch of fun.

These will all be on display at the Sportmax’s Milan store in Via della Spiga, the brand born in the late Sixties under the influence of Swinging London and the eclectic, innovative spirit of the times. A collection for

young women who love to dress in a creative, feminine manner. The collection’s philosophy has led to the choice of keeping a regular appointment among the lively events of the Fuori Salone, which has been going on for some time now.   

This is the second year of collaboration between Sportmax and Bodum, clearly underlining the strong synergy between fashion and design, two worlds which, in modern society, now live in natural symbiosis.

 

London: Iwona Blazwick OBE, Director Whitechapel Gallery and Chairwoman of the Max Mara Art Prize for Women, has announced artist Andrea Büttner as the winner of the third Prize. Büttner, who lives and works in London and Frankfurt, was honoured at the prize giving ceremony at London’s Whitechapel Gallery on 23 March. Shortlisted artists Becky Beasley and Elizabeth Price were also in attendance.
The Max Mara Art Prize for Women celebrates the diversity and dynamics that female artists brings to the contemporary art scene in terms of aesthetics and discourse and provides them with a platform in which to reach a widespread audience. It is a unique initiative set up to promote and nurture female artists based in the United Kingdom, enabling artists to develop their potential through the conception of a new work. Shortlisted candidates are asked to develop a proposal for their desired projects, which is then judged by an all female panel. The judging panel for the third Prize, of

which Iwona Blazwick is Chairwoman, included artist Fiona Banner; gallerist Alison Jacques; art collector Valeria Napoleone; and art critic Polly Staple.
This year’s winner, Andrea Büttner, will take a 6 month residency in Italy, where she can realise her vision. Büttner’s residency will be divided into two locations. The first section will take place from 26 April 2010 at the American Academy in Rome and the second part at the Pistoletto Foundation in Biella. The work will then be offered to the Collezione Maramotti for acquisition and presented at the Whitechapel Gallery in an exhibition in Spring 2011.
Andrea Büttner works in a variety of media, sometimes using old-fashioned items such as woodcuts and pressed flowers, and is especially interested in the area where art and religion overlap. In the last five years Büttner has held solo exhibitions at Pawn Shop in Los Angeles, Crystal Palace in Stockholm, Goethe-Institute in Dublin, the ICA in London, and in 2009 at Croy Nielsen in Berlin, amongst others. She has studios in East London and in Frankfurt.

 

artists on their proposal for the commission, the winner will be announced in March 2010 and the project realised during a six month residency. The residency is divided into two locations. The first section will take place from 26 April 2010 at the American Academy in Rome and the second part at the Pistoletto Foundation in Biella.
The Maramotti family, owners of the Max Mara Fashion Group, are pre-eminent contemporary art collectors. The Max Mara Art Prize for Women is the first time the fashion house has established an arts prize in the UK and reflects the company’s strong association with art and women.
 



(which will take place by 18/05/2010), fill in the coupon you'll find in the no. 218 April 2010 edition of  Glamour, take a trip to any MAX MARA or SPORTMAX store (you'll find a list of them below) and pop it  into the Glamour box no later than 30/04/2010.

Three very lucky readers will win a new look from the Sportmax spring/summer 2010 collection.



And if you call into the Sportmax boutique in Via della Spiga 30 in Milan on 30 March you'll have the chance to win some great prizes. The store will open at 10, and throughout the day there will be 4 draws (at 12.30 pm, 2 pm, 5.30 pm  and 7 pm), with the chance to win a  €600 shopping voucher each time.
Winners will be able to spend the voucher that same day (with the help of a stylist from Glamour) or over the following days. Fill in the invitation and drop it into

the box you'll find in the store.



“it’s your fashion day”

drop into Sportmax

win a fashion look 

win some glamour style 

 

event in collaboration with

    
 
Below are the Max Mara stores where you can drop your coupon into the box by  30-04-2010.

 
Ancona, Corso Garibaldi 14,
Bari, Via Sparano 110, 110/A, 112,
Bologna, Via dell’Archiginnasio 4/L-M-N,
Catania, Via Etnea 212, 214, 216,
Florence, Via dei Tornabuoni 66-68-70/R,
Forte dei Marmi, Via Carducci 6,

Genoa, Via XX Settembre, 237/R,
Lecce, Via Trinchese 58-60,
Messina, Viale San Martino 141-143-145,
Milan "Sportmax", Via della Spiga 30, 
Milan, Corso Vitt.Emanuele - Piazza del Liberty 4,
Naples, Piazza Trieste e Trento 51 – 51/A,
Naples, Via Filangieri 69,
Padua, Via San Fermo 35/A,
Palermo, Via della Libertà 16-16/A-16/B,
Parma, Via Repubblica 8/A,
Perugia, Corso Vannucci 60, 62, 64,
Pescara, Corso Umberto I 4,
Reggio Emilia, Via Emilia San Pietro 14/B,
Riccione, Viale Ceccarini 101,
Rome, Via dei Condotti 17, 18, 18/A, 19, 19/A,
San Remo, Via Matteotti 119,
Turin, Via Roma 279,
Trieste, Corso Italia 20/1,
Varese, Corso Matteotti 47-49,
Venice, San Marco 5033,
Verona, Via Mazzini 30,

 
The external structure has been modified throughout in order to create more space for the windows and afford greater visibility to the outward-facing walls.

This 510 m2 store has been conceived as a dynamic, fluid route through the collections within it.

It is divided up into three specific, clearly defined areas, each of which is open to the others. The theme of natural vegetation is the essence of the design concept, with pure lines and organic materials coming together to create a tactile, visibly organised space that offers a wealth of dynamic contrasts.  

Wood is the star of the show here - ash-treated oak, wicker and ipé lapacho from an Argentinian stadium built in the 19th century – accompanied by platinum leaf glass and metal.
White has been replaced by soft, warm shades, creating a fresh new air throughout the Max Mara store.

The following lines will be on sale in the store:

MAX MARA
‘S MAX MARA
SPORTMAX
MAX MARA ELEGANTE
MAX MARA ATELIER
MAX MARA ACCESSORIES

Time zone conversion:


Tones offer a range of whites, from milk-white to ivory, with touches of transparent pastels in a make-up palette.

Alongside the dresses, Max Mara offers an entire range of accessories,  from shoes to veils, gloves and bijoux flowers.

Choosing the dress for your most important day in a professional and relaxed atmosphere, with a professional and free consultation, is the dream that will be realize in several Italian stores, thanks to the Max Mara Wedding Tour.

The tour is starting at the beginning of December and it is passing in the following city: Milan, Rome, Naples, Varese, Florence, Modena, Turin, Padua, Reggio Emilia,

Palermo, Catania, Genoa, Piacenza, Bari, Bologna, Rome, Pescara, Udine, Treviso.

The collection

Store

Maramotti Collection

The event was organised with the collaboration of Platinum, l'Oréal Professionnel, Helena Rubinstein and X-rated.
 

My Little Black Dress

 Runway Max Mara Spring/Summer 2010
- runway
- runway / backstage

Registration

Accessories collection