MaxMara: Whitney Bag Launch, Madison Avenue NYC

6 May, 2015

On the 19th April we packed up our tool kits and flew to New York to launch the Limited Edition MaxMara Whitney Bag.

In celebration of the opening of the New Whitney Museum of American Art, MaxMara and the Renzo Piano Building Workshop jointly designed the Whitney Bag.

We were thrilled to be asked to design and produce the New York installations, which we launched over the space of 9 days across a variety of locations.

Here we show the MaxMara Madison Avenue Boutique.  We painted the boutique red, up-lit the building and turned the ground floor into a pop-up dedicated to the Whitney Bag.

Creative: Chameleon Visual
Production: New Project
Flowers: Absolute Flowers and Home
Photography: Melvyn Vincent

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