MAX&Co.「天生主角」四十周年限时体验空间

MAX&Co. ×Alimentari Mulino 限时体验空间

2026年09月14日

上海 张园

项目现场

意大利时尚品牌MAX&Co.迎来品牌创立四十周年，推出以「天生主角」为主题的2026秋冬系列，并联合意大利生活方式餐饮品牌Alimentari Mulino打造双城限时体验空间，是品牌开启创意革新、重塑当代女性穿搭主张的标志性企划，打破时装展示单一化模式，将时装理念融入日常餐饮场景，传递风格自由的品牌内核。

项目空间围绕「天生主角」主题搭建沉浸式艺术装置，融合时装美学与意式餐饮空间质感，弱化传统时装秀场的距离感，以生活化场景制作诠释“主角感不止在衣橱，也在日常餐桌”的创意概念，空间氛围松弛自然，兼具时装陈列、餐饮体验与打卡叙事功能。活动率先落地上海丰盛里，之后移师深圳福田星河COCO Park，现场设置多重趣味互动触点，让访客沉浸式感受2026秋冬系列设计灵感。系列创作从真实日常与个体个性汲取灵感，剥离固化的穿搭标签，主张服装是表达自我的个人语言，赞颂每个人都是自身故事的主角。

项目面向追求独立风格的都市女性群体，借由时装与美食结合的跨界场景，打造具有社交传播潜力的体验空间，吸引时尚爱好者打卡分享，借助双城巡展扩大品牌声量，传递全新的品牌创意主张，完成新品理念传递、品牌形象焕新与社交圈层种草的完整营销闭环。

To celebrate its 40th anniversary, Italian fashion brand MAX&Co. launches the 2026 Autumn/Winter collection themed “Born to Be the Protagonist”. Partnering with Italian lifestyle catering brand Alimentari Mulino, the brand rolls out dual-city pop-up spaces.

This landmark campaign marks a key step of creative renewal, breaking the conventional fashion display form and integrating fashion philosophy into daily dining scenarios to convey the brand spirit of stylistic freedom. Built around the theme, the immersive installation blends fashion aesthetics with the texture of Italian catering space. The relaxed, life-oriented scene design removes the sense of detachment of traditional fashion venues, interpreting the idea that the sense of being a protagonist exists both in wardrobe and daily meals. The pop-up debuts at Shanghai Fengshengli and then moves to Futian COCO Park in Shenzhen, with multiple interactive touchpoints for visitors to experience the inspiration of the new collection. Drawing inspiration from real life and individuality, the collection abandons stereotyped dressing labels and regards clothing as a personal language of self-expression.

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