Pressemitteilung Berlin 29.11.2006 COATS! Max Mara, 55 years of Italian Fashion Seite 1 von 2 The exhibition is based on a cooperation between the National Staatliche Museen Museums of Berlin and Max Mara. zu Berlin 30 November 2006 to 4 March 2007 Generaldirektion Location: Upper exhibition hall at Kulturforum Potsdamer Platz, Stauffenbergstraße 41 10785 Berlin Staatliche Museen zu Berlin (National Museums of Berlin). Entrance: Matthäikirchplatz. Opening times: Tue, Wed Fri Sat Sun 10 a.m. to 6 Dr. Matthias Henkel p.m. Thur 10 a.m. to 10 p.m.; 24.12. + 31.12.06: 10 a.m. – 2 p.m. Leiter Öffentlichkeitsarbeit 1.1.07, 12 a.m. – 6 p.m. matthias.henkel@ smb.spk-berlin.de The exhibition 'COATS! Max Mara, 55 years of Italian Fashion' offers a Max Mara Anne Schäfer-Junker fascinating journey into the history of Italian fashion. is one of Pressekontakt the oldest and most celebrated 'Made in Italy' companies: founded by a.schaefer-junker@ Achille Maramotti in 1951 and run today by his sons Luigi and Ignazio smb.spk-berlin.de and daughter Maria Ludovica, Max Mara is a fashion company that offers superlative quality and design. Its distinguishing characteristics include Tel +49(0)30-266-2629 intensive style research, highly detailed product development, top Fax +49(0)30-266-2995 tailored quality of the collections, first-class brand communications and a worldwide distribution system. www.smb.museum The exhibition addresses the history of this company from Reggio Emilia www.MuseumShop.de in Northern Italy for the first time, using the coat (the emblematic and Max Mara most well-known design from ) as its key motif. Around 70 original styles are presented in an extensive cultural-historic survey from the 1950s to today, with designs by Karl Lagerfeld, Jean Charles de Projektbezogene Castelbajac, Luciano Soprani, Guy Paulin, Anne Marie Beretta and Kommunikation others. Numerous designer sketches never displayed before show the Schrader Consult high level of creativity in designs and pattern development. Another GmbH major feature is the collection of approx. 100 selected original photographs from advertising campaigns, including those by Sarah Frau Edel Seebauer Moon, Manfredi Bellati, Peter Lindbergh, Richard Avedon, Steven Meisel phone +49 69 92 07 62-15 and Craig McDean. Further focus points include production processes for fax +49 69 92 07 62-20 email: eseebauer@ in-house production and an artistic debate with fashion. schraderconsult.de The exhibition is being held at the Kulturforum near Potsdamer Platz in the upper exhibition hall, which has an area of around 400 m². With this exhibition, the Staatlichen Museen zu Berlin are reinforcing their focus on fashion, established over many years through the intensive work of the Kunstgewerbemuseum (Museum of Decorative Arts) and the Lipperheidesche Kostümbibliothek der Kunstbibliothek (Lipperheide Costume Library at the Art Library). The exhibition curator is Dr. Adelheid Rasche. As an art and fashion historian, she has been head of the Lipperheidesche Kostümbibliothek (Kunstbibliothek, Staatliche Museen zu Berlin) [Lipperheide Costume Library (Art Library, National Museums of Berlin)], the world's largest library and graphic collection on the cultural history of clothing, since 1990. Adelheid Rasche has been curator for numerous exhibitions and is the author of publications on international fashion history, photography and caricature. Pressemitteilung The complete creative concept of the exhibition design, including the Seite 2 von 2 catalog graphic design, has been developed by Ico Migliore, Mara Staatliche Museen Servetto and their team at Migliore+Servetto Design and Architectural zu Berlin Associates in Milan. Their projects are characterised by a skilful use of Generaldirektion light and the construction of dynamic landscapes. Migliore+Servetto Stauffenbergstraße 41 have created exhibition concepts for international museums, institutions 10785 Berlin and companies. Most recent projects include the 'Look of the City' for the 2006 Winter Olympics in Turin, with over 250 installations in the Dr. Matthias Henkel Leiter Öffentlichkeitsarbeit city, and the latest exhibitions for the New York Times Style Magazine in matthias.henkel@ Italy. smb.spk-berlin.de An exhibition catalog (approx. 250 pages, 340 colour illustrations) will Anne Schäfer-Junker be published at the end of November by Skira Editoriale in three Pressekontakt language editions (German, Italian, English). Edited by Adelheid Rasche, a.schaefer-junker@ smb.spk-berlin.de it contains contributions by Enrica Morini, Colin McDowell, Marco Belpoliti, Margherita Rosina, Christine Waidenschlager, Federica Tel +49(0)30-266-2629 Fornaciari, Mariuccia Casadio and Adelheid Rasche. Fax +49(0)30-266-2995 It will be available at the museum's bookshop and in selected bookshops worldwide. www.smb.museum www.MuseumShop.de Projektbezogene Kommunikation Schrader Consult GmbH Frau Edel Seebauer phone +49 69 92 07 62-15 PR-Contacts fax +49 69 92 07 62-20 email: eseebauer@ Max Mara Germany Press Office schraderconsult.de Schrader Consult GmbH, Schützenstr. 4, D - 60311 Frankfurt a. Main Tel. +49 (0)69 920762-0, Fax +49 (0)69 920762-20 e-mail: [email protected] Max Mara PR & Communication Office Piazza del Liberty, 4, I - 20121 Milano Tel. +39 (0)2 777 92 202, Fax +39 (0)2 777 92 801 e-mail:[email protected] .