MaxMara Retail Visuals
Jointly designed by MaxMara and the Renzo Piano Building Workshop, the limited edition Whitney Bag was unveiled in a series of events throughout the city to correspond with the opening of the Whitney Museum's new location in the Meatpacking District. New Project fabricated and installed displays for the launch at luxury retailers around Manhattan including MaxMara’s Madison Avenue flagship, Bergdorf Goodman, and Saks Fifth Avenue. 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.