Everything you need to know about Max Mara's new Oslo flagship store

We've previously made the point that the family-owned Italian fashion house Max Mara is a surprisingly Scandinavian brand. Founded on the idea of democratising fashion with off-the-rack designs made for an empowered woman, offering impeccable (now iconic) outerwear and tailoring, it is easy to make the connection.

If you need further proof than the brand's proud “camel coat feminist” background, just look to some of creative director Ian Griffiths’ recent moves: the brand's autumn/winter '17 collection was based on Swedish icons Ingrid Bergman and Anita Ekberg, then In 2022, Max Mara cemented its Scandinavian love affair with two owned-and-operated store openings on Birger Jarlsgatan in Stockholm. Then, in 2023, the house staged one the biggest fashion events to happen on Nordic soil with its Resort '24 show. Taking place in the Swedish capital's City Hall and drawing inspiration from pioneering Swedish author Selma Lagerlöf, it marked the first time a brand from the international fashion circuit staged its resort show in Scandinavia.

Related: Max Mara is surprisingly Scandinavian, and these are the reasons why

Now, in 2024, the brand further cements itself as a Scandinavian staple with the opening of a flagship store in Oslo, Norway. Divided between two floors and spanning more than 400 square metres, the store is a masterclass in considered detail – from the green marble backdrop in the accessory displays to the aged herringbone parquet. The olive green carpets to the metallic accent walls.

The interior has been created to "reflect the seductive touch, irresistible feel and timeless elegance of a Max Mara collection," according to the brand, with an emphasis on contrasts. Expansive volumes enfold intimate spaces. Modern materials softened by traditional elements. Take it from the brand itself, when it says: “the new Oslo home of Max Mara is a study in powerfully modern femininity.”