Max Mara celebrates the launch of the Whitney bag

New York, New York – On Wednesday, April 22^nd, Max Mara, a long-time partner of the Whitney Museum of American Art, hosted a private cocktail party at the Top of the Standard (Boom Boom Room), to launch the Max Mara "Whitney bag", the result of an extraordinary collaboration with Renzo Piano Building Workshop, the architect of the new Whitney Museum.

The evolution of the partnership continues with the transformation of the Max Mara’s Madison Avenue flagship boutique to an all red interior, a distinctive element of the bag and a snapshot of the sophisticated striking use of primary colors that characterizes the details of many projects by the Renzo Piano Building Workshop, including select interiors of the Whitney Museum. The iconic red is a reference to Trisha Brown’s Roof Piece (NYC, 1971), an art performance in which dancers dressed in red danced on the rooftops of lower Manhattan, which inspired the red pieces in the Max Mara Prefall collection.