Max Mara to build new corporate center at former Reggio Emilia exhibition center

Italian fashion group Max Mara will build a new corporate center in the former exhibition center of its hometown of Reggio Emilia. The urban regeneration plan was approved by city authorities on May 10 and will soon be formally adopted by the city council.

The news was reported by the mayor of Reggio Emilia. Until 2019, the city's exhibition center was located on this 13-hectare area. When the local organizer of the fair went bankrupt, the site was auctioned and bought by businessman Giorgio Bosi, who then sold it to Max Mara. The group plans to build a new corporate center on the site, with space for more than 800 people, with offices and areas for design studios, showrooms and other departments, as well as two warehouses that will meet Max Mara's logistical needs.

The investment, estimated at 100 million euros, will underpin the group's expansion. It will further anchor Max Mara in Reggio Emilia, next to the Max Mara Campus, built a few years ago in the northern part of the city, near one of the road bridges designed by Santiago Calatrava. The architectural project of the new buildings will be commissioned after an international competition that will end in mid-July.

The plan is part of the industrial reorganization of the Max Mara group. Two companies, Max Mara Srl and Dedimax Srl, have been in charge of promoting the industrial and commercial development of the group's brands.

The first, which manages the group's premium brands, has been operating for some time at the Max Mara Campus, in via Giulia Maramotti, in Reggio Emilia. The latter, in charge of the group's contemporary segment, is currently spread across several local headquarters that are no longer adequate, in terms of size and functionality, to guarantee the group's continued growth.

Hence the need for a new, more functional corporate center that brings together warehouses and central offices in the same location. The area is close to the Reggio Emilia high-speed line station and the A1 motorway junction, as well as the Max Mara campus, optimizing travel connections.