MaxMara.com

I was hired by Experientia to work as an art director for the design of the MaxMara website.

The website had to feature a large amount of content which had to be updated on a daily basis. We had to be loyal to the brand values, as one of the worlds leading fashion house known for its high quality and heritage. Prior to designing the website I was involved in conducting interviews with Max Mara international store managers, as well as key internal staff members to understand what was needed to transform the company philosophy into a completely new website. In addition, I visited the Max Mara fashion archives — the history and style of Max Mara became the main source of inspiration for the graphic design and content.

We proposed an editorial approach for the website, in which the content categories are visible at all times. This approach has resulted in a site that showcases the entire universe of Max Mara, and offers people a high level of interaction with the content.

The visual look of the site was designed in close collaboration with Claudio dell’Olio, art director of the Max Mara Magazine, to ensure that the Max Mara style was always well-represented graphically. We proposed a number of very different graphic options, and then worked with Max Mara on selecting and finalizing the best. The fashion collections were prototyped in Flash, allowing people to interact with them in a more dynamic and animated manner.

Visit MaxMara.com

Project coverege on experientia.com