THE MAX!
Exhibition Design by Giò Forma
Long Museum, Shangai (CN) 2026
Giò Forma curated the exhibition design for The Max! at Long Museum in Shanghai, transforming one of the city’s most iconic cultural spaces into an immersive narrative dedicated to Max Mara’s universe.
Inspired by the metal structures typical of industrial storage systems, the set evokes the idea of a large living archive.
Celebrating 75 years of the brand’s history, the exhibition is a journey through garments, accessories, and objects from Max Mara’s personal collection, a testament to the influences, inspirations, and legacy that continue to define the brand’s identity.
The space installation served also as the set for @MaxMara Resort27 fashion show
Exhibition design by gioforma
Executive Production by balichwonderstudiobespoke
Curator oliviersaillard
Photo by sai1971_stephaneaitouarab
