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\u201cAn unexpected Italian fireworks display.\u201d<\/strong><\/p>\n <\/p>\n That was the vision of architect Sophie Hicks<\/b> behind the renovation of the Max Mara flagship store on Avenue Montaigne.<\/b><\/p>\n <\/p>\n This flagship store in Paris\u2019s Golden Triangle aims to be just as spacious and open to the outside as it is colorful and stylish.<\/b><\/p>\n <\/p>\n <\/p>\n The new design focuses on open interiors, unobstructed sightlines, and well-defined structural details.<\/b> The layout emphasizes the space\u2019s brightness, with a minimalist approach to materials and finishes<\/b>, all to create a welcoming and non-intimidating retail environment.<\/p>\n <\/p>\n To bring about this transformation, architect Sophie Hicks drew inspiration from the brand\u2019s DNA<\/b>, established in 1951, and in particular the long coat<\/b>. \u201cFor me,the very embodiment of Max Mara is a timeless camel coat<\/b>. This store is a play on camel: a camel-colored enamel facade, camel-tinted windows\u2026 And if we take the camel look to the extreme, what do we get? Orange, of course!\u201d explains Sophie Hicks.<\/p>\n <\/p>\n This lattervibrant, multi-vitamin-inspired shade<\/b> is expressed here in the form of adouble-helix staircase<\/b>, which will delight internet users in search of viral images for social media. Occupying acentral position in the store<\/b>, this structure leading to the upper floor was designed as a double spiral reminiscent of an orange peel.<\/p>\n <\/p>\n While the staircase, visible from the street<\/b>, is the building\u2019s standout feature,the rest of the structure features more understated architectural details<\/b>. To this end, theconcrete framework of the original 1970s building<\/b> has been left exposed. The boutique itself is dotted with concrete display tables<\/b>, complemented by suspended tables<\/b> made of the same material, dedicated to showcasing eyewear.<\/p>\n <\/p>\n The building\u2019s open layout prompted the teams to move the display windows to the interior of the boutique<\/b>. Visitors are thus invited to wander among the space\u2019s modular mannequins.<\/p>\n <\/p>\n Several details reflect Max Mara\u2019s proudly Italian identity<\/b> and specifically evoke its production site in Reggio Emilia<\/b>. A vanilla-colored marmorino lime plaster<\/b> covers the walls and ceilings, interspersed with fragments of \u201crosso di Verona\u201d stone and polished to create a reflective surface, particularly above the staircase. On the floor, the terrazzo<\/b> comes in two finishes: smooth inside the store and textured outside.<\/p>\n <\/p>\n In terms of interactive features and \u201ctech\u201d elements, the building is no slouch. A backlit linen screen<\/b>, whose subtle variations showcase a signature mannequin, displays real-time weather conditions from the Italian headquarters<\/b>. Wind, mist, sun, and rain overlay photographs of the historic Max Mara factory<\/b>\u2014now the Collezione Maramotti, a private contemporary art collection\u2014and the surrounding landscapes<\/b>. These abstract projections act as\u201catmosphere projectors\u201d<\/b>: a poetic reminder of the brand\u2019s homeland.<\/p>\n <\/p>\n Upstairs<\/b>, customers enjoy a breathtaking view of the Eiffel Tower<\/b> while strolling through different sections, each dedicated to a material such as cashmere, camel hair, silk, or cotton.<\/b><\/p>\n <\/p>\n And to reinforce the idea of anurban sanctuary<\/b>, the new boutique features its own landscaped garden<\/b>, which showcases structured plant arrangements as well as seasonal variations, featuring boxwood trimmed into cubes and willows whose appearance evolves throughout the year.<\/p>\n <\/p>\nA Different Architectural Approach<\/h2>\n