Max Mara unveils a spectacular flagship on Avenue Montaigne to mark its 75th anniversary
A monumental orange staircase, a garden of nearly 800 m² and a full suite of bespoke services: the new Max Mara flagship on Avenue Montaigne announces itself as far more than a shop. This address marks a defining moment for the House, which is celebrating 75 years of existence this year with an architectural setting worthy of its history.
A garden and spaces that transform the Avenue Montaigne experience
What strikes you first, before you even step inside, is the garden. With 785 m² of greenery wrapping around the boutique, this flagship enjoys an atmosphere that is genuinely rare on Avenue Montaigne. Few Parisian addresses can claim such an outdoor setting, and it fundamentally changes the way you approach a visit.
This verdant frame creates an unexpected sense of breathing room at the heart of a street known for its relentless energy. Visitors do not simply push open a door: they cross a space apart, designed to mark the transition between the avenue and the interior of the boutique.
Architecture by Sophie Hicks in celebration of Max Mara’s 75 years
Architect Sophie Hicks designed the project in its entirety. Her vision is rooted in a celebration of Italian design culture, visible in every detail, inside and out. Every architectural choice carries this ambition of paying homage to Italian excellence.
The most arresting element remains the monumental staircase, clad in vivid orange. Conceived as a statement piece in its own right, it structures the space visually and commands attention the moment you enter. Far from being a purely functional element, this staircase embodies the philosophy of the place: spectacular, assured, and deeply rooted in a tradition of design.
For Sophie Hicks, the project had to feel like an Italian fireworks display, dazzling and unexpected in equal measure. That conviction runs through every corner of the flagship, where the architecture is in constant dialogue with the identity of the House.
Bespoke services for a vision of personalised luxury
Beyond the décor, what Max Mara offers at this flagship is a new way of experiencing luxury. The boutique provides services tailored to each client, including coat personalisation and private styling consultations.
- Coat personalisation according to each client’s preferences
- Private styling consultations available in-store
- A 785 m² garden surrounding the boutique
- A monumental orange staircase conceived as a statement piece
- Architecture by Sophie Hicks as a tribute to Italian design
These bespoke offerings elevate the visit to an entirely different level. You are not simply coming to buy a garment: you receive personalised guidance within an architectural setting designed to make every moment spent in the boutique feel exceptional.
The flagship, then, does not merely sell the House’s pieces. It offers a complete experience, in which architecture, service and outdoor setting combine to create something genuinely unique on the avenue.
A flagship that signals the House’s ambitions for the future
With this opening, Max Mara is sending a clear message. Choosing Avenue Montaigne for this flagship means planting a flag at the very heart of Parisian luxury geography. But it also, and above all, means offering an address that stands apart through its own distinct character.
What makes this place singular is precisely the combination of all its elements: the proudly Italian architecture, the generous garden, the orange staircase that catches you off guard, and the services that place the client at the centre. Each of these aspects contributes to making this boutique a destination in its own right, rather than simply a point of sale.
And so, on the occasion of its 75th anniversary, the House is not content to look back. On Avenue Montaigne, it is building a space that states clearly where it intends to go: towards a luxury that is embodied, architectural, and profoundly human.
