Max Mara Is Bringing Winter Wonderland Magic To Aspen 

Photo Credit: Courtesy of Max Mara

It’s officially peak season for Aspen. Perhaps the chicest resort town in the US that has now turned into a seasonless destination, Aspen has become the ultimate winter haute spot, with luxury brands calling it home for the winter months. And luxury Italian brand Max Mara is the first to pop up this season as it has just announced the opening of its new outpost in the Aspen Times Printing House at Hotel Jerome on December 16th. 

Photo Credit: Courtesy of Max Mara

Lasting through December 23rd, the pop-up is set to feature the brand’s full assortment of iconic outerwear like the Max Mara Teddy Coat and bespoke coats from the Max Mara Atelier collection — marking the first time the Atelier coats will be available outside the brand’s flagship stores. And in true Aspen fashion, the Max Mara pop-up will also showcase some of its signature winter accessories, perfect for the après-ski style. 

Photo Credit: Courtesy of Max MaraUpon entering the pop-up, guests are immediately immersed into Max Mara’s winter wonderland joie de vivre with nostalgic imagery of vintage Italian ski posters of the Dolomites, brought to life through a series of vignettes designed by creative duo And Or Forever, which include graphic moving images in high-definition projection and LED screens erected throughout the space. Also, drawing inspiration from the Max Mara Fall/Winter 2022 show set from Milan, performance technology accompanies the warm tones and rich textures of the shop’s curated collection of designer furniture and décor by VERSO.

In fact, the VERSO collaboration with Max Mara featured in Aspen will be the brand’s third exhibition on the heels of its inaugural exhibition in Bridgehampton and the opening of its flagship in New York City. The Aspen pop-up will be home to an assortment of VERSO furniture and accessories by renowned designer Pierre Chapo and rising talents, Objects of Common Interest, Ian Love, Jes Paone, and designer duo edxxkat.

Photo Credit: Courtesy of Max Mara

For the ultimate Aspen experience, there will be a life-sized ice sculpture of Max the Teddy, the brand’s unofficial mascot, and an exclusively branded vintage Piaggio Ape cart serving complimentary hot chocolate and warm roasted chestnuts in Hotel Jerome’s winter garden. 

Aspen is undoubtedly a destination where style on the slopes matters just as much as off, making it the ultimate winter home for the Max Mara pop-up. The pop-up is set to be open daily from 10 AM to 6 PM on 330 East Main Street.