Client: Max Mara
Locations: Berlin 2006 / Beijing 2008 / Tokyo 2007 / Moscow 2011

Coats! Max Mara, 60 Years of Italian Fashion”, takes visitors on a journey into the history of Italian fashion focusing upon the changing shape of Max Mara’s signature and most iconic garment, the coat.
Once again designed and organised by studio Migliore + Servetto Architetti Associati, the international exhibition at Moscow’s prestigious State Historical Museum follows similarly impressive events, held at the Kulturforum in Berlin (in November 2006), the Mori Arts Center in the Roppongi Hills in Tokyo (in 2007) and the Namoc (il National Art Museum of China) in 2008.
A striking and fascinating path winds through five rooms dedicated to different themes, connected to a central square; in each room the visitor is immersed in a particular moment in the company’s history and culture, from the Fifties until today. The square, symbol of the company’s Italian spirit, offers an overview through large projections with dynamic graphic effects. An interactive landscape which has always prioritized a direct relationship with the “original”, where the visitor may compare sketches and more elaborate drawings, slides, prints and fabrics with the final product. Besides the exhibition design, Migliore+Servetto firm devises the catalogue graphic design and the coordinated image of the exhibition.