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Max&Co. Concept Store

The Max&Co Concept Store is a boutique designed by Duccio Grassi Architects within a historic building in the heart of Reggio Emilia, home of the brand.The shop, over 400 square meters, occupies the ground floor of the thirteenth-century “Palazzo delle Notarie”.
The exhibition area is developed under the banner of flexible spaces, which are transformed from sales areas into the place of workshops, themed exhibitions and exclusive pop-ups on themes related to lifestyle.

The environment is soft, light, characterized by eco-friendly materials with a strong personality. The renovation project has rediscovered and preserved precious traces of past eras.
The chest and the cylindrical dressing rooms are sculptural volumes that fit into the historical context without compromising the interpretation of the space.

The flooring is made with handmade terracotta and, in the internal courtyard, of concrete tiles made in Italy, giving a modern reinterpretation to a classic of the 30s and 50s.
The furnishings offer the greatest possible flexibility within the exhibition area.
The suspended lights highlight the vaulted spaces and were designed by Viabizzuno in collaboration with Duccio Grassi Architects.
For further information, please visit

PROJECT Max&Co. Concept Store
ARCHITECT Duccio Grassi Architects
LOCATION Reggio Emilia, Italy
YEAR 2019
PHOTO Giulio Boem