Weekend Max Mara

Openhouse Studio developed the concept of the imagery created for Weekend Max Mara‘s unique pieces. Working together with photographer Salva López and filmmaker Martí Herrera, we traveled to the island of Menorca to make this production alongside the creative direction of Mari Luz Vidal.

In spite of its well-known repetition, the magic of the weekend and a promise of a time just for her was a beacon that would light up each Friday.

It is peculiar how during this time you can perceive the beauty that escapes us during the daily rhythm of our lives and how it compels us to grab at these threads of honesty, while attempting to maintain it intact the rest of the week. Frequently, this precious time designed for leisure opens the mind to dreams of a new life away from the hustle and bustle of the city.

With the last turn of the steering wheel, the home appeared before her. It was ample and beautiful, perfect for a weekend of relaxation. Menorca was the promise of a simple life – back to basics.

With the Pasticcino Bag as luggage in each of her escapes, the woman that carries this iconic piece knows that more than a bag, this travel companion must contain everything necessary for living beyond any limits, with a personal interpretation of what it means to be free to explore.

Back in the city, the Pasticcino Bag collection from Weekend Max Mara takes us to that leisure space like a breath of fresh air in the middle of the bedlam. Passport, books, music…next to a bathing suit and cover-up, all can go in this versatile piece of timeless elegance. Its shape, defined by a voluminous size, big clasp and vintage-inspired silhouette, results in a sophisticated design that reflects its heritage and legacy.

The hands that carry a Pasticcino Bag are those of a woman who has changed the course of her life on a path of discovery that leads her to find who she really is. A woman who enjoys fashion in sync with this new trajectory, after going back to the breakneck speed of life in the city.

Sweet, daring, vibrant, and easygoing, her life now moves in a different dimension in which her free time, that which is spent reading, laughing, conversing, and dancing, now takes center stage.