"THE MAX!"Max Mara 75 周年品牌珍藏档案展

2026年06月17日-2026年06月28日

上海 龙美术馆（西岸馆）

项目预告

项目传播

项目现场

本项目为Max Mara七十五周年重磅年度文化盛典——「THE MAX!」品牌珍藏档案展，于2026年6月17日至6月28日落地上海龙美术馆（西岸馆），由国际知名时尚策展人Olivier Saillard亲自策划打造，是品牌创立75周年里程碑式的核心艺术文化项目。在奢侈品行业愈发注重品牌历史溯源、艺术价值表达与文化叙事的行业背景下，高端女装品牌逐步脱离单一新品发售、商业促销的浅层营销模式，转向以艺术展览、档案梳理、文化回溯为核心的深度品牌传播。本次展览突破常规时尚展的陈列逻辑，原汁原味复刻品牌意大利雷焦艾米利亚总部BAI企业档案馆实景，将品牌三十万件珍贵馆藏档案体系整体移植至上海，同时联动2027早春系列大秀实现“秀展联动”的一体化传播，系统梳理品牌自1951年创立以来的高级成衣发展脉络。展览面向时尚爱好者、资深藏家、文艺圈层开放免费预约观展，融合史料科普、美学观赏、艺术打卡多重属性，成为兼具专业性与大众传播性的高端时尚文化大展，全面输出品牌深耕裁艺、赋能当代独立女性的核心设计理念。

从项目空间与造型设计角度来看，本次展览坐拥四千平米超大展厅，以工业风专业档案库为核心设计基底，充分借力龙美术馆原生清水混凝土建筑的极简硬朗肌理，塑造高级克制、专业纯粹的馆藏空间氛围。整体空间摒弃冗余装饰，采用金属钢架货架、原木收纳木箱、分层柔光玻璃展柜搭建开放式无等级观展动线，打破传统展览分区割裂、顺序固化的局限，让观众自由沉浸式浏览品牌发展脉络。全场以标志性红色视觉线条作为贯穿纽带，串联九大叙事章节，完整铺展品牌从创始家族缝纫工坊、初代成衣体系诞生，到经典大衣迭代升级、色彩面料创新研发、国际艺术家联名合作的75年完整发展长卷。空间展品陈列层次清晰、体系完整，分层收纳展示1950年代复古缝纫机、古董人台、原版面料色卡、绝版版型手稿、历年广告影像与媒体剪报等独家档案物料；核心展区重点陈列101801、Manuela、Ludmilla、泰迪熊大衣等历代标志性大衣，搭配Olimpia西装、Whitney手袋、The Cube包袋等经典配饰，同时将三款75周年专属限量复刻典藏大衣与原版作品同台对照展出，结合对应年代手稿与面料样本，直观呈现品牌剪裁工艺与面料研发的迭代历程，专属东方主题系列成衣的陈列，更具象展示品牌东西方美学融合的设计思维。空间同时设置巨型镜面球形装置、红色大衣艺术装置两大核心视觉打卡点位，巧妙平衡专业档案库的厚重学术感与艺术展览的视觉氛围感，实现专业叙事与大众美学体验的双向兼顾。

在项目制作与落地执行层面，本次大展采用标准化模块化装配式钢架结构搭建主体展陈体系，适配四千平米超大展厅的规整布局，同时满足美术馆高端艺术展览的施工规范与限时搭建落地要求。项目大量运用原木收纳箱、透明玻璃展盒、高低错落的人形模特组合，高度还原意大利总部档案馆真实、严谨、日常化的存档氛围，全程弱化人工装饰痕迹，依托成衣本身的利落廓形、高端面料质感，搭配精细化分层线性柔光系统，最大化凸显Max Mara成衣极简隽永的时装高级质感。整体制作严格遵循原版档案馆陈列体系与视觉规范，精准复刻海外馆藏布局、展品陈列逻辑与空间氛围，实现海外顶级档案空间的原汁原味本土化落地。同时项目配套完善的观展互动体系与科普体系，全场设置精细化图文解读点位，逐一拆解馆藏单品的设计背景、工艺亮点与时代意义，兼顾专业时尚史料的科普价值与普通观众轻量化、沉浸式的观展体验；联动品牌小程序搭建线上预约体系，同时设置观展打卡兑换机制，观众完成全馆游览打卡即可领取每日限量周年纪念周边，完善全流程观展体验。

从项目意义与价值层面解读，本次Max Mara 75周年档案展彻底跳出奢侈品常规商业快闪、新品陈列的营销模式，是品牌75年发展历程与匠艺精神的一次系统性、艺术性、完整性的公开叙事。品牌文化层面，展览通过海量原版独家馆藏实物，具象化呈现品牌深耕成衣裁艺、坚守极简高级设计、持续创新面料工艺的品牌底蕴，深度诠释品牌赋能当代女性、塑造独立优雅女性形象的核心设计内核，补齐品牌在中国市场的历史文化叙事短板。行业价值层面，项目打造了时尚档案艺术展的顶级范本，以实景复刻、章节化叙事、秀展联动的创新形式，打破时尚展览商业同质化的痛点，为高端奢侈品牌周年文化传播、历史溯源展览提供成熟落地范式。传播层面，项目依托上海西岸龙美术馆的顶级艺术流量与城市文化地标属性，精准覆盖高端文艺圈层、时尚从业者与年轻消费群体，在传递专业时尚史料价值的同时，以年轻化、高颜值的艺术空间实现美学破圈，完成品牌经典隽永、克制高级的时装语言的年轻化传播，成为2026年上海极具影响力的重磅时尚文化地标。

As a landmark annual cultural ceremony for Max Mara’s 75th anniversary, the grand thematic archive exhibition "THE MAX!" was held at Long Museum (West Bund) in Shanghai from June 17 to June 28, 2026. Curated by renowned fashion curator Olivier Saillard, the project represents a core milestone cultural activity celebrating the brand’s 75-year heritage. Against the backdrop of the luxury industry’s shift from commercial marketing to artistic and historical narrative, Max Mara breaks the conventional model of new product-focused exhibitions. The exhibition faithfully reproduces the real scene of the brand’s BAI Enterprise Archive in Reggio Emilia, Italy, introducing over 300,000 precious original archival collections to Shanghai for the first time. Integrated with the Spring/Summer 2027 runway show, the event systematically sorts out the brand’s ready-to-wear development context since its founding in 1951. By displaying classic collections, design manuscripts and vintage workshop artifacts, it builds an immersive fashion archive space that interprets the brand’s core philosophy of exquisite tailoring and empowerment for modern women. Open for free reservation for fashion enthusiasts, collectors and art lovers, the exhibition serves as a high-end fashion and cultural landmark with historical research value, aesthetic appreciation and social communication attributes.

In terms of project space and styling design, the 4,000-square-meter exhibition hall adopts an industrial archive library as its core design concept, retaining the original plain concrete texture of Long Museum to create a minimalist, sophisticated and professional archival atmosphere. With steel frame shelves, log storage boxes and layered soft-light display cabinets, the venue builds an open and hierarchical visiting circulation. A penetrating red visual line runs through nine narrative chapters, comprehensively presenting the brand’s 75-year development journey, from the founding family’s sewing workshop and the birth of the original ready-to-wear system, to the iteration of classic coats, innovative fabric research and development, and artist collaboration series. The space displays a wealth of exclusive archived exhibits in layered layouts, including vintage sewing machines from the 1950s, antique dress forms, original fabric color cards, out-of-print version manuscripts, historical advertising videos and media clippings. The core exhibition area showcases iconic coats of all generations such as 101801, Manuela, Ludmilla and teddy bear coats, as well as classic accessories including Olimpia suits, Whitney bags and The Cube bags. Three limited-edition reproduced 75th-anniversary coats are displayed side by side with original works, together with corresponding manuscripts and fabric samples, intuitively demonstrating the evolution of the brand’s tailoring craftsmanship and fabric technology. It also includes a series of oriental-themed ready-to-wear collections, presenting the brand’s integrated design philosophy of eastern and western aesthetics. Giant mirror spherical installations and red coat art installations serve as core visual highlights, perfectly balancing the solemn professionalism of the archive space with trendy aesthetic atmosphere.

In terms of project production and execution, the entire exhibition adopts a standardized modular steel frame assembly structure, adapting to the high-standard construction specifications and limited-time installation requirements of professional art museums. The combination of log storage boxes, transparent glass display cases and scattered human-shaped mannequins highly restores the authentic daily archival atmosphere of the Italian headquarters. Abandoning redundant decorations, the production team relies on the natural silhouette and fabric texture of garments, matched with layered linear soft lighting, to highlight the timeless and advanced texture of Max Mara’s ready-to-wear works. The overall construction strictly follows the original overseas archive’s layout and display standards, realizing authentic localized restoration of the top-tier international archival space. Meanwhile, the project completes a complete interactive and popular science system. Detailed graphic interpretation points are set throughout the venue to elaborate the design stories and craftsmanship behind each collection, balancing professional historical popularization and lightweight public viewing experience. Supported by an official mini-program reservation system and check-in incentive mechanism, visitors can obtain limited anniversary souvenirs after completing full venue exploration, optimizing the whole immersive visiting process.

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