Whatever developed a holistic approach and oversaw the creative execution of “I LOVE MAX MARA”—a uniquely dynamic showcase of Max Mara’s FW18 collection and history held at the Hankyu Umeda department store in Osaka, Japan.
The centerpiece of this show was a giant (five-meter tall) interactive “Teddy Bear Coat” model, used to display 3D video mapping content inspired by the iconic coat. In addition to the main event, we created interactive content for the maxmaragram digital installation as well as took part in organizing a runway show that revolved around the giant Teddy Bear Coat.
Visitors were invited to experience the Italian label’s rich design heritage and exquisite craftsmanship in this two-week open exhibition from October 26 to November 10, 2018.
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