Max Mara is heading back to the Somerset Collection Studio in Detroit. From Oct. 8 to 24, the space will be transformed into a pop-up that celebrates the Italian fashion brand’s 70th anniversary.
Located in the Metropolitan Building at 33 E. John R St., the shop will carry Max Mara’s fall/winter 2021 70th anniversary collection, which includes items like the brand’s iconic Teddy Coat, knitwear, and accessories. Special edition anniversary merchandise will also be for sale, including a seven-piece T-shirt collection that highlights seven artists who have collaborated with Max Mara or used the brand’s items in their work. William Wegman, who took photographs of Weimaraner dogs wearing the Max Mara 101801 camel coat, is among the creatives whose work is featured in the collection.
Each week the pop-up is running, Somerset Collection Studio visitors will be entered into a raffle to win a Max Mara handbag. Any customer who makes a purchase will also receive a complimentary 70th-anniversary accessory. Additionally, hotel guests staying at the Aloft at the David Whitney Building or Element at the Metropolitan will receive $100 toward any $500 purchase.
The Somerset Collection Studio opened in December 2020 with a Max Mara pop-up. Looks
from the brand were projected onto eight mannequins in the shop’s window. QR codes were also displayed, and passersby could scan them to receive discounts at the Max Mara store at the Somerset Collection in Troy.
The studio — which has also hosted a floral-themed pop-up with items from various fashion brands — was launched to create a new space in Detroit for unique luxury retail experiences. “When we announced Somerset Collection Studio, we made a commitment to pushing the industry forward, recognizing an opportunity to reinvent our space as a studio or gallery designed to celebrate retail in a new way,” said Nathan Forbes, managing partner of The Forbes Co., in a press release when the studio opened.
The upcoming Max Mara pop-up shop will be open from noon to 8 p.m., Thursday through Saturday, and from noon to 6 p.m. on Sunday.
For more information, visit thesomersetcollection.com/studio.
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