Max Mara partners with Whitney Museum for opening celebrations
The Italian connection
New York is preparing to open it's newly redesign Whitney Museum of American Art, in the trendy Meatpacking district of Manhattan. Although on the face of it, the museum is a very American institution, it retains strong ties to Italy.
Not only has the vast 220,000-square-foot building, that houses the museum's varied collection, been designed by Genoa born Italian award-winning architect Renzo Piano but Italian fashion group Max Mara is strengthening its ties with the museum in a new partnership for the grand opening on May 24:
"It's a natural rapport and our family has a long-standing affection for the Whitney Museum, its history and what it has always represented for contemporary art," Luigi Maramotti, chairman of Max Mara.
To celebrate the museum's opening Max Mara will be organising a private visit with around 80 collectors, curators and artists led by architect Piano, Adam D. Weinberg, the Whitney's Alice Pratt Brown director, and Donna De Salvo, chief curator and deputy director for programs. Following the exclusive private tour, Max Mara will host an intimate dinner in the museum's boardroom which will be followed by extensive celebrations 4,000 guests at a large scale party.
The Maramotti family, who own Max Mara are both proud Italians and long standing patrons of the arts, who have an impressive private collection of their own, some pieces from which have been exhibited at the Biennale. The appointment of fellow Italian, Piano, as the museum's architect has been instrumental in drawing the group into a closer relationship with the musem: "We create a connection in the spirit of national pride. There is a desire for those that work in the arts and in the industry to bring back a virtuous Italy at the centre of international visibility." Maramotti said.