The space was designed as an installation touring around major Chinese shopping centres with the aim of promoting the Sportmax brand through a video telling the story of the label through the collections that have marked its history. Two concepts were developed for the event: one more immersive, and another foreseeing a 10-metre monitor on which the video is screened. The latter was developed in Shanghai for the first time in 2011.
Commissioned by: Max Mara Fashion Group
Tech and Furniture Agency in China MIDAS Design
3D Animation: Alex Lomarco