Max Mara Wien
Address:
Graben 14, Wien, 1010, 9, Austria
OPENING TIME:
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.
Atelier
Max Mara Atelier is the embodiment of a private kind of luxury, considered design and fine craftsmanship. Made in Italy with love, patience and respect for the tiniest of details - the collection of coats is created with a remarkable woman in mind — self-assured, well-travelled, cultivated and quite comfortable in her own skin. Quietly she makes her presence felt.
Max Mara Le Parfum: your Invisible Coat
Max Mara Le Parfum is an intimate sensory experience crafted to reveal the inner power and aura of every woman. Its story takes direct inspiration from the Ready Coat in pure double-face camel hair, created as the muse behind the scent: just as the coat wraps the body in the comforting warmth of cashmere, this fragrance sits on the skin like an invisible coat that blends structured tailoring with the soft fluidity of feminine allure. A refined harmony of musky woods, a tuberose duo, and enveloping vanilla notes, designed for a modern, confident woman in complete alignment with herself.
Our picks
Exploring themes of modern utilitarian elegance with a hint of gothic chic, Max Mara delves into the elements of Matilde di Canossa in every modern woman: the unflappable and fearless Queen, not of the battlefield, but of the boardroom.
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Timeless design, peerless quality, effortless elegance - the instantly recognisable attributes that set Max Mara Icons apart are the very same that guarantee their place as essentials in every stylish wardrobe…now and forever.
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Designed to feel like an invisible coat, Max Mara Le Parfum creates an enveloping sensation. Soft and reassuring, like a second skin.
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