We faced a delicate subject in an international context. Renzo Piano designed the Whitney Museum, a architectural building that functions as a container of art. He reinterpreted it for Max Mara, adopting new forms and materials, distorting its scale, to transform it into a bag. Observing the subject and its photographic interpretation, we wanted to restore the scale that had been reduced, restoring the majesty of the building that inspired it to the subject. We treated the bag like we would have treated architecture. The process was deeply rooted in Italian culture. Design, fashion and the image of our own cultural universe are interpretive signs that we celebrated as an icon.
WHITNEY BAG MAXMARA – WHITNEY MUSEUM
BODHA D’ERASMO & GILDA