Max Mara Wien

Max Mara Wien | Boutique on Graben 14

A dialogue between modern rigour and Viennese identity.

In the heart of Graben, Vienna’s main shopping artery, Max Mara opens a flagship store in a 19th-century palace with a strong architectural identity. The Graben, an ancient market square transformed over time into the city’s noble drawing room, represents the meeting point between the majesty of the Plague Column and the sophistication of the historic workshops that served the imperial court. The intervention is distinguished by the tension between the historic shell and the interior design, where ash-coloured ash-wood walls create an ideal intimate atmosphere for discovering iconic coats and the latest luxury womenswear selections. The central sculptural element is the glass and steel helical staircase, visible from the shop windows framed by the original arches, which guides you towards the central space on the first floor. Here, Max Mara’s identity is expressed through the quality of the cashmere coat and the Teddy coat, icons of timeless style. Every detail, from the handrails with integrated LED light to the arrangement of accessories, reflects the prestige of a brand that has made craftsmanship its global hallmark.