EVA JOSPIN CREATES PERMANENT ARTWORK FOR MAX MARA MILAN FLAGSHIP
JUlY 6, 2021
by KRISTOPHER FRASER
COURTESY of MAX MARA
French artist Eva Jospin has won Italian luxury brand Max Mara’s design contest launched in 2019 to create a permanent site-specific artwork that will be installed at the brand’s Milan flagship store at Corso Vittorio Emanuele. The contest kicked off two years as part of Max Mara’s goal to enhance and create a tight connection between the indoor spaces of Max Mara’s largest store in the world and Piazza del Liberty, a major point in Milan overlooked by the flagship’s terrace that will be home to the installation.
Max Mara Milan flagship
“The ‘greenhouse’ will have no real plants, but, rather, sculptures made of cellulose, the material that derives from them.”