MaxMara, the Italian fashion brand operating in 105 countries worldwide.
In 2025, a new campaign themed around the brand's iconic "camel" color launched globally.
This pop-up store materialized the space based on a globally developed master plan, adapted to each venue's conditions and regulations. As the venue operates as a traveling caravan, stock and fitting fixtures were optimized and designed for each specific location. It expresses the brand's worldview and craftsmanship as a tangible spatial experience.