New Concept store in Munchen
MARELLA LANDS IN MUNCHËN
From Bologna to Paris to Munich, the concept we developed for Marella, part of the Max Mara Fashion Group, is taking shape on the most beautiful streets across Europe.
“Marella opens its doors at 29 Theatinerstraße, a refined shopping street in the historic heart of Munich, just steps away from Marienplatz, Odeonplatz, and the Residenz. A strategic opening that marks a new step in the brand’s international growth.
The store spans two floors and covers a total of 139 square meters. Its interiors feature clean, modern lines, mirrored surfaces, and polished finishes—designed to showcase the collections and deliver a shopping experience that balances style with functionality.”
“The layout places the customer at the center, offering a seamless and intuitive journey through the space. A dedicated lifestyle accessories corner expands the brand’s offering, reflecting its evolution into new categories.
Integrated digital screens enhance the experience, creating a smooth connection between the physical and digital worlds.”
In next-gen retail, we often speak more about place than space—because it now carries multiple meanings—and increasingly about media for brands, rather than just a physical location.
In many of our projects, the real key lies in identifying that corner of innovation within the place—one that enhances the brand, engages people, enriches experiences, and integrates digital. In this context, places are becoming an increasingly strategic component of the marketing mix for both companies and the managers responsible for brand and retail assets.
I extend my congrats to the Marella, Max Mara Group, team for leading the development of this new project, in collaboration with our design team.
Marco De Carli – DINN! Ceo
