The space was designed as a installation that would travel around various major Chinese shopping centres with the aim of communicating the Sportmax brand through a video telling the story of the brand through its key historic collections.
Two key concepts were developed especially for the occasion: one more immersive and another which foresaw the use of a 10-metre screen on which the video was shown. The latter project was implemented in Shanghai for the first time in 2011.
Commissioned by: Max Mara Fashion Group
Tech and Furniture Agency in China: MIDAS Design
3D Animation: Alex Lomarco