Sportmax reopens Parisian store
Sportmax celebrated its 50th anniversary last December, and has now treated itself to a facelift in Paris. The most directional label by Italian fashion group Max Mara has renovated its store at 72 rue des Saints-Pères, in the heart of the French capital’s Saint-Germain-des-Prés district. The store, with no fewer than five street-facing shop-windows, is housed in a historical building and features a new-look, innovative interior design.
The store closed in December for the renovation, and reopened three weeks ago, unveiling minimalist interiors that put products centre-stage. The apparel collections are displayed on streamlined, removable brass racks, while the accessories are showcased on glass shelves set within imposing, geometrically shaped counters.
The 217 m2 premises feature various rooms, furnished in a variety of styles, with marble or parquet floors, in a palette of pink and neutral colours. Multiple mirrors, steel fitments and large furnishings taking pride of place in the centre of the rooms, like sculptures, add an extra dimension to the interiors.
Sportmax stated in a press release that the renovation replicates and elaborates on the interiors concept developed by Italian architect Vincenzo de Cotiis in 2013.
Sportmax has been present on the French market since 1999. It is currently commercialised in 70 markets via 17 directly owned stores, 16 concessions in leading department stores, 350 multibrand retailers and at Max Mara flagship stores.
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