Max Mara Opens Munich Flagship Built From Materials of Its Former Reggio Emilia Headquarters

Max Mara has opened a new store concept in Munich, and its look borrows directly from the Italian fashion group's former headquarters in Reggio Emilia. The Munich store is the brand's second largest after its flagship on Avenue Montaigne in Paris.

Max Mara announced the reopening of its Munich store on 15 October 2026, and celebrated it in an Instagram post the following day. The store sits on Theatinerstrasse, one of the city's main shopping streets, and replaces the brand's much smaller units on the same street.

The flagship covers 10,300 square feet, roughly 960 square metres, and was designed by the Duccio Grassi Architects studio. According to WWD, the design reuses materials from the Reggio Emilia building. That headquarters was unveiled in 1958 and now houses the Collezione Maramotti, a private art collection.

Those materials include Venetian terrazzo flooring, a floor of stone chips set in cement and polished smooth. The walls carry blanc cassé plaster, an off-white finish, and white terracotta decorations. The furniture is made of wood and iron.

A copper helicoidal staircase, a spiral stair, links the store's three floors. WWD reports that the furniture was designed entirely by women designers and architects, including Gae Aulenti, Patricia Urquiola, Linde Freyatangelder, Stine Gam and Eny Lee Parker.

The first floor holds an eveningwear salon, a room for formal evening clothes, and a corner dedicated to Sportmax, a sister label within the group. WWD also reports that items in the store retail between $46 and $171.

Max Mara plans to use the new store blueprint in other locations around the world. The company has not yet named which stores will follow.

The Munich opening comes during the group's 75th anniversary year. Max Mara Fashion Group reported 2025 sales of 1.99 billion euros, with exports accounting for 56 percent of revenue. The group employs around 6,000 people and runs around 2,300 stores in more than 100 countries. It is chaired by Luigi Maramotti, son of the founder, Achille Maramotti.

For shoppers, the change is mostly visible on the shop floor: a larger space, a spiral staircase, and older building materials on new walls. For the group, it is a test of whether a store design rooted in one company's past can work as a template in other cities.