THE MAX!

Exhibition Design by Giò Forma

Long Museum, Shangai (CN) 2026
2026
Completed
Exhibits

Giò Forma curated the exhibition design for The Max! at Long Museum in Shanghai, dedicated to Max Mara's universe.

Giò Forma curated the exhibition design for The Max! at Long Museum in Shanghai, transforming one of the city's most iconic cultural spaces into an immersive narrative dedicated to Max Mara's universe.

Inspired by the metal structures typical of industrial storage systems, the set evokes the idea of ​​a large living archive.

Celebrating 75 years of the brand's history, the exhibition is a journey through garments, accessories, and objects from Max Mara's personal collection, a testament to the influences, inspirations, and legacy that continue to define the brand's identity.

The space installation served also as the set for @MaxMara Resort27 fashion show

Exhibition design by gioforma

Executive Production by balichwonderstudiobespoke

Curator oliviersaillard

Photo by sai1971_stephaneaitouarab

Exhibition title The Max! on a glass door, with Max Mara coats displayed on metal shelving behind – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
Metal storage shelving with Max Mara camel coats, a lamp and wooden crates above the floor text Timeless Icons – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition designSplattered painting with a white coat silhouette in a wooden frame, above shelves of accessories and photos – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
Mirrored corridor lined with mannequins in Resort 2027 looks on illuminated plinths – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
View through metal scaffolding to shelves of red, yellow and green garments against a concrete wall – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition designMetal shelving with archive boxes, black-and-white fashion photographs and illuminated display cases below – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
Two camel coats and a framed sketch on perforated metal shelving, with a small wooden display case below – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
Tall metal shelving tower with a cube lamp, a framed archival photo and a vintage typewriter on wooden pallets – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition designClothing for Life section: metal shelves with red garments, artworks and books on wooden pallets – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
Upper levels of the shelving installation with coats, stacked archive boxes and cube lamps under a concrete vault – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
Wardrobe Vocabulary section: camel and mustard garments and an evening gown displayed on metal shelving – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition designDressing the Era section: red suit, beige suit and a tailor's dummy on metal shelving with wooden crates – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
Wall of metal shelving with cube lamps, archive boxes, red spools and a large red exclamation mark – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
Authority of Style section: coats on metal shelving and a single coat in a tall wooden showcase – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition designThe Art of Cutting section: dark tailored jackets and black-and-white portraits on metal shelving – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
Pallets of labelled archive boxes tied with red ribbon beside a long ivory coat on a mannequin – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
A Tailoring School section: white dress form, framed sketches and wooden crates on metal shelving – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition designMetal storage shelving with Max Mara camel coats, a lamp and wooden crates above the floor text Timeless Icons – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design
Cube table lamps on wooden bases multiplied endlessly by mirrored walls – Max Mara The Max! at Long Museum, Shanghai, China, 2026 – exhibition design