The Palazzo del Ghiaccio, with its remarkable Liberty (Art Nouveau) architecture, stands as a testament to Milan’s rich cultural heritage. Its distinct design features and storied past have cemented its place as a prominent venue in the city. For a moment in time, this historic ice palace transformed into a runway, hosting the elegance and sophistication of Max Mara’s new collection.

Our challenge was to complement the venue’s architectural beauty and the fashion on display without overshadowing them. The goal was clear: create an all-white space that evenly illuminated the collection, allowing the designs to speak for themselves. The models, adorned in Max Mara’s exquisite pieces, walked between the audience, blurring the lines between spectators and spectacle. The lighting design was meticulously planned to ensure that every angle was a photograph waiting to be captured.

As we look back on this project, we are reminded of the power of collaboration, creativity, and innovation. Working with Random and Max Mara during the Milan Fashion Week was a highlight of our journey, a testament to the magic that happens when fashion, architecture, and light converge in one of Milan’s most enchanting venues.

All Photos by MaxMara