MaxMara / Whitney Bag Launch – Madison Avenue

  • MaxMara / Whitney Bag Launch – Madison Avenue
  • MaxMara / Whitney Bag Launch – Madison Avenue
  • MaxMara / Whitney Bag Launch – Madison Avenue
  • MaxMara / Whitney Bag Launch – Madison Avenue
  • MaxMara / Whitney Bag Launch – Madison Avenue
  • MaxMara / Whitney Bag Launch – Madison Avenue
  • MaxMara / Whitney Bag Launch – Madison Avenue
  • MaxMara / Whitney Bag Launch – Madison Avenue
  • MaxMara / Whitney Bag Launch – Madison Avenue
  • MaxMara / Whitney Bag Launch – Madison Avenue

Client: MaxMara

Project: Whitney Bag Display- Madison Avenue Location 

Design: Chameleon Visual

Our Role: Fabrication & Installation

Description: Jointly designed by Max Mara and the Renzo Piano Building Workshop, the limited edition Whitney Bag was unveiled in a series of events throughout the city. We were asked to build and install a number of displays at different locations including MaxMara’s Madison Avenue Location, Bergdorf Goodman, Saks Fifth Avenue, and The Standard Hotel. Along with pedestals for the Whitney Bag, large light boxes and display cases, we were asked to build three scale models of the new Whitney Museum. Built to mirror the asymmetric shape and lines of the building’s bluish-gray facade, we fabricated and installed the models at The Standard Hotel’s Boom Boom Room for the product launch party.

Press: dezeen

Photography by Melvyn Vincent

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