Max Mara announces partnership with the Whitney Museum of American Art
Sponsoring the opening party
The Italian fashion house has announced its plans to sponsor the opening of the Whitney Museum of American Art's new location.
The chairman of Max Mara, Luigi Maramotti said: "It is a privilege for Max Mara to support the Whitney Museum on this historic occasion," Adding: "We are true admirers of the unique approach that the museum has committed itself to in fostering contemporary art in the United States, with an organic passion and an open-minded point of view for the international art scene."
This won't be the first time Max Mara and the Maramotti have entered the world of arts and culture. The business the Max Mara Art Prize for Women via a collaboration with the Whitechapel Gallery and unveiled its own gallery at a former Max Mara manufacturing plant in Reggio Emilia, Italy in 2008. The Maramottis have also received the Whitney's American Art Award.
The Whitney and Max Mara are also no stranger to each other besides the aforementioned award – frequently partnering up for the museum's annual party in May during the Frieze Art Fair on a yearly basis.
The Whitney's new location in Manhattan's Meatpacking District has been designed by Renzo Piano, the date of the launch party, which will be sponsored by Max Mara is yet to be revealed.