Max Mara will create a fashion hub at the former Reggio Emilia Fairs

The new Max Mara Fashion Group fashion hub will be built at the former Reggio Emilia Fairs. The major urban and economic regeneration operation received the approval of the municipal council on 10 May, which will be followed by adoption by the council of the Emilian municipality.

The news was given by the municipality of Reggio Emilia itself. In the 13-hectare area – which until 2019 hosted the pavilions of the city’s exhibition district, which was then auctioned after the bankruptcy of the trade fair body and awarded by the entrepreneur Giorgio Bosi, from whom the fashion house has now purchased the building – the construction of a management center is now planned which will host over 800 people with offices, design spaces, services and showrooms, as well as two warehouses capable of satisfying Max Mara’s logistical needs.

An investment estimated at over 100 million euros, which will be functional to the further development of the group, guaranteeing its consolidation in Reggio Emilia alongside the Max Mara Campus, which has been operating for years in the northern area of ​​the city, at the foot of one of the Calatrava bridges. The architectural design of the buildings will be selected on the basis of an international competition which will end by mid-July.

The reasons for the industrial choice lie in the fashion group’s rationalization of its industrial structure by identifying two companies, Max Mara Srl and Dedimax Srl, as the entities to which it delegates the industrial and commercial development of its brands.

The first, which deals with “premium” brands, has long had its own Campus in Via Giulia Maramotti in Reggio Emilia, while Dedimax Srl, which handles the brands that target the “contemporary” segment, carries out its activities on different sites, located throughout the territory, which no longer have the dimensions and functional characteristics sufficient to guarantee the further development of the company.

Hence the need for a new space, more adequate and capable of hosting both the warehouses and the management center in a single site. The proximity of the new fashion hub to the Mediopadana high-speed station and the motorway toll booth, as well as the Max Mara campus, will allow connection times to be reduced.