Max Mara 2026秋冬系列「Outerwear」主题限时体验空间（杭州）

Max Mara 2026秋冬系列「Outerwear」主题限时体验空间（杭州）

2026年09月30日-2026年10月28日

杭州 杭州大厦购物城 B座2层中庭

项目现场

Max Mara 2026秋冬系列「Outerwear」主题限时体验空间于 2026 年 9 月 30 日至 10 月 28 日落地杭州大厦购物城 B 座 2 层中庭。本次快闪以“意大利传承，匠心理念的当代演绎”为核心思路，将品牌经典的隽永优雅风范与 2026 秋冬新季大衣深度融合，打造了一场兼具艺术感与治愈氛围的沉浸式体验空间。此前，品牌还特邀 朱珠 和 唐艺昕 亲临杭州贵宾预览会，共赴意式优雅之约，是杭州近期极具高智感与出片率的免费打卡地。

现场空间巧妙融合了极简高级的红白质感布景与原木质感展陈，温柔又大气。整体设计摒弃了繁复的装饰，用克制的色彩与利落的线条勾勒出先锋氛围，与 Max Mara 大衣不靠繁复装饰、全靠结构撑起高级感的剪裁理念完美契合。柔和的灯光打在面料上，让每一件大衣都仿佛自带柔光滤镜，随手一拍就能定格充满清冷高级感的大片。

现场集中展陈了 Max Mara 2026 秋冬系列的新季大衣与外套，包括经典的 101801 驼色大衣、温柔的 Manuela 束腰款、爆款 泰迪大衣以及气场满分的红色战袍。观众可以近距离触摸顶级羊绒与驼毛面料的细腻肌理，感受立体剪裁带来的松弛气场。在沉浸式探索之余，还可以品尝一杯 Max Mara 定制特饮，参与现场惊喜互动还有机会赢取超可爱的泰迪小熊周边。

本次「Outerwear」限时体验空间是 Max Mara 在 75 周年节点与空间体验上的一次重要落地，标志着品牌从单一的高级成衣零售向“沉浸式匠心美学体验”的全面转型。通过将品牌传承故事、极简美学与秋冬外套结合，Max Mara 不仅将大衣从“保暖单品”升级为“承载女性力量与情绪价值的软铠甲”，更传递了“不追赶潮流，自成经典”的长期主义态度。这种将品牌历史、艺术装置与线下快闪结合的策展方式，为奢侈品牌在核心商圈的线下体验创新提供了极具参考价值的范本。

To celebrate its 75th anniversary, Max Mara launched the limited-time 2026 Autumn/Winter “Outerwear” immersive experience space at the 2nd-floor atrium of Block B, Hangzhou Tower Shopping City, from September 30 to October 28, 2026. Founded in 1951, the Italian luxury ready-to-wear brand has adhered to minimalist tailoring and premium fabric craftsmanship for 75 years, upholding the long-term design philosophy of defining timeless elegance rather than following fleeting trends and focusing on the aesthetic needs of modern independent women. As a key offline project of the brand’s 75th-anniversary campaign, the event previously invited celebrities Zhu Zhu and Tang Yixin to the exclusive preview gathering, empowering the dissemination of Italian-style elegance with star influence. Breaking the traditional single sales model of luxury retail, the pop-up adopts spatial narration to interpret brand heritage and new-season aesthetics, forming a high-end artistic experience landmark in the core urban business district.

In terms of spatial styling and on-site production, the venue inherits the brand’s core minimalist aesthetic. Abandoning complicated decorations, it combines pure red-and-white high-end scenes with warm wood display structures. Neat lines and restrained colors create a quiet and avant-garde atmosphere, perfectly echoing Max Mara’s design tenet that premium temperament originates from three-dimensional tailoring and high-quality fabrics rather than redundant embellishments. Soft diffused lighting accurately presents the delicate texture and draping sense of cashmere and camel hair materials, fully highlighting the version advantages of each coat and balancing artistic ambiance and visual refinement.

During the event, the space displays a complete lineup of Max Mara 2026 autumn and winter outerwear, including the classic 101801 camel coat, Manuela waist-tied style, popular teddy coat and iconic red gown. Visitors can closely observe and touch top-tier fabrics and experience the elegant aura of Italian three-dimensional cutting. Custom branded drinks and interactive lucky draws with classic teddy bear gifts enrich the diversified offline immersive experience. From the perspective of project significance and marketing communication, the highly refined minimalist space, classic coat collection and star-endorsed high-end tone deliver strong niche communication value. Fashion influencers and high-end customer groups generate massive UGC content to realize precise circle-breaking dissemination. The offline immersive experience of fabrics and tailoring deepens public recognition of Max Mara’s 75-year craftsmanship heritage and premium positioning. This project marks the brand’s comprehensive transformation from single ready-to-wear retail to immersive aesthetic experience operation. It upgrades coats from basic warm garments to emotional carriers of female confidence and strength. Integrating brand history, minimalist art space and offline scenario experience, the campaign forms a complete marketing closed loop, providing a valuable innovative model for luxury brands’ offline experience upgrading in core business districts.

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