Max Mara chose Global. to work on communication for the presentation of the Resort 2023 collection, in Lisbon, which took place in the Gardens of the Calouste Gulbenkian Foundation. This was an unprecedented international event in the city of Lisbon, with Natália Correia as the main muse in what was ultimately a tribute to Portuguese culture and its elements.
The communication strategy was divided into two phases: the first, dedicated to building more qualitative content focused on the brand’s history and heritage, with a series of interviews and visits to one of Max Mara’s most important factories, in Reggio Emilia; the second was more focused on the event and post-event, and featured national and international press, institutional guests and national and international VIP guests.
Beyond the significant advisory role given by Global. to the brand — especially in the selection of the fado singer Carminho, the lead artist and part of the show’s soundtrack — we were also responsible for dealing with all hotel logistics, transfers, cultural programmes, reception and seating of guests at official events.
The results exceeded expectations and raised Portuguese culture globally.