Sportmax's 50th anniversary celebrated with Rinascente windows by Robert Carsen

Sportmax, founded in 1969 by Achille Maramotti as the experimental line of the Max Mara group, marks its 50th anniversary with a capsule collection, a book, and eight window displays at Rinascente in Milan. The capsule collection, named #SportmaxAnniversary, features bright green, red, and blue colors inspired by 1970s style with gradient stitching. The book, published by Assouline, includes contributions from French curator Olivier Saillard and British journalist Luke Leitch, along with archival photos from handwritten inventories. The windows, designed by Robert Carsen (born 1954 in Toronto), draw on 1970s geometries and the minimalism of American Hard-Edge painters Ellsworth Kelly, Kenneth Noland, Barnett Newman, and Brice Marden. Carsen, a renowned opera and theater director known for productions of Mozart, Verdi, and Wagner at major theaters worldwide, created distinct displays using horizontal, vertical, and circular bands in red, blue, and green, with mannequins at center. The Maramotti family's art involvement includes the Collezione Maramotti in Reggio Emilia and the Max Mara Art Prize. Carsen's recent Italian productions include Giulio Cesare in Egitto in Milan, Don Carlo and La traviata in Venice, and Idomeneo and Eugenio Onegin in Rome.