MAX MARA

MAX MARA

THE MAX MARA JACKET CIRCLE POP UP (Milano e Dubai)

THE MAX MARA JACKET CIRCLE POP UP

Art Direction
Motion Design 2D
Motion Design 3D
Video Mapping
Sound Design

The project is envisioned as an experiential journey focused on the Olimpia jacket. It creates a dreamlike path that narrates its story and highlights key aspects of the creation process within a series of spaces that blend surrealism and reality.
Under the creative direction of Make It Perfect, we developed content for the screens in the “wunderkammer,” incorporating 3D motion design, video editing, and projection mapping onto the jacket’s three-dimensional model.

Idea

The Max Mara Jacket Circle reaches its most immersive point in the “Wunderkammer,” or”chamber of wonders.” In this space, visitors can explore the “poetical making of” thejacket through a surreal miniature city. This tiny metropolis, brought to life by imaginativebuildings, encapsulates the journey of the Olimpia Jacket, blending artistry,craftsmanship, and innovation into a dreamlike narrative.

Work

We developed video content that combines 3D motion design, editing, and mapping to create an immersive story around the Olimpia jacket. Each miniature building within the city serves as a storytelling device, with each structure revealing a different stage in the jacket’s creation. In one building, the origin of the jacket comes to life as the brand’s DNA merges with global ambitions. Flowing ribbons of letters and buttons are drawn into the structure, sparking a transformation that distills these elements into foundational ideas. Another building showcases the creative process, where invisible hands and robotic tools collaborate to refine the jacket’s design, turning abstract concepts into tangible forms. A third structure embodies the excitement and secrecy of creation, with sketches unfolding under the watchful gaze of a symbolic, anticipatory eye. Finally, the journey culminates in a building that celebrates the Olimpia jacket as a masterpiece. Here, its craftsmanship and innovation are brought to life through dynamic video mapping projected onto a 3D-printed model of the jacket, highlighting its timeless excellence.