The second half of October is all about Max Mara at GUM. Line 1 of Moscow’s iconic store welcomes Max the Teddy Bear and Friends as part of the Max Mara 70th Anniversary celebrations.
The autumn exhibition is a uniquely spectacular enterprise. A custom-made 100-meter carpeted podium stretches along Line 1, guiding visitors through a series of interactive events, all dedicated to the anniversary and the rich heritage of the luxury brand.
Max Mara at GUM presents the latest F/W 2021 collection, as well as several exclusive anniversary jewelry items designed specifically for Moscow’s most famous store.
The journey starts with a real-time video presentation of the Max Mara F/W 2021 collection. Models will engage visitors in the unfolding game.
Going down the corridor, visitors enter a photo zone where they will have an opportunity to star in a show together with a life-size teddy bear and his friends. A perfect setting for selfies.
Giant exclamation marks, lighting effects, and flag-decorated terraces complete the visual aspects of the festivities.
Imagine an Italian plaza where you walk around with family and friends to “fare la bella figura," while viewing the landmarks and experiencing the pure joy of discovery.
Max Mara will be pleased to see you at the GUM exhibition from October 15 to November 11, 2021.
Bosco di Ciliegi is a leading retailer in the field of luxury goods. The company owns more than 200 mono-brand clothing and accessory stores in historical shopping centers. The first Bosco di Ciliegi store opened in 1991. Bosco di Ciliegi is the main shareholder of the GUM Shopping Center on Red Square, Moscow.
The first Max Mara boutique in Russia opened thanks to Bosco di Ciliegi 24 years ago: in 1997, at Petrovsky Passage. This moment marked the beginning of the Max Mara and Bosco di Ciliegi relationship. Currently, Bosco di Ciliegi manages 11 Max Mara boutiques in GUM, Petrovsky Passage, Smolensky Passage, Vesna on Novy Arbat, at Kutuzovsky Avenue in Moscow (the first Max Mara street retail store), as well as other cities, including Saint Petersburg, Samara, and Sochi. The flagship GUM boutique opened in 2000. The two-storey boutique was recently updated to be in line with the latest Max Mara design philosophy.