Max Mara reopens revamped historic boutique in St Germain

By

Godfrey Deeny

Published
October 17, 2023

Max Mara has reopened its historic boutique in St Germain in a major renovation of the first store from the Italian brand in France.

Located at 37 rue du Four, on the corner of rue Bonaparte in the 6th arrondissement, the boutique has just reopened after careful renovation. The 550-square-meter store now extends over the entire ground floor, before rising into the second floor of the historic building, integrating a large original apartment, while preserving its classical appearance.
 
The original space was an early expression the heart of Saint-Germain of the vision of Achille Maramotti, the visionary founder of Max Mara, who was attracted by the neighborhood’s blend of intellectual distinction and vibrant youthful spirit.

Max Mara has also added a team of dedicated personal stylists to rue du Four and offers bookings in private salons for personalized discoveries of Max Mara's tailor-made collections. There is also a Very Important Clients Room, with a coffee or a glass of champagne in front of a fireplace. The store retails luxury ready-to-wear, acessories and leather goods.
 
Designed to be a stylish oasis of peace, the boutique is enriched by museum-quality art, such as remarkable work by Sally Ross, culled from the family’s famed Maramotti Collection. Decorated with bright colors, it is punctuated by sought-after furniture and precious materials – like a pair of monolithic columns in green Calacatta marble. A store dominated by a spectacular helical staircase covered in jute, in homage to the historic tapestries of the building.
 
On the first floor, large windows illuminate the aged oak parquet flooring in French herringbone. At its center, there’s an elegant "sewing salon" dedicated to Max Mara’s emblematic coats: Teddy, Ludmilla, Manuela and the famous 101801. A LED wall installation even features the coats flying.
 
“It’s dynamic and exciting. The Saint-Germain district is very dear to my heart; it is precisely at 37 Rue du Four that my father-in-law, Achille Maramotti, opened his first Max Mara store in Paris,” commented Nicola Gerber Maramotti, worldwide ambassador of Max Mara, who is responsible for the development of the group’s European stores.
 
Choosing the location to imbibe the city's intellectual and cultural life; philosophers such as Jean-Paul Sartre, writers like Simone de Beauvoir, artists like Juliette Gréco, where directors and actors met in the legendary breweries of the neighborhood - like La Lipp, the favorite brasserie of founder Achille.
 
“Ideally, I would like our customer to relive a little of this atmosphere, when they pass by 37 Rue du Four, in this magnificent French house, which we have expanded and renovated especially for her,” underlined Nicola.