Max Mara is Bringing a Coat Exhibit for its Miami Grand Opening

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Alright, so we don't have a definitive date of when Max Mara will be opening its bi-level shop in the Design District, but according to WWD, it should be at the end of the month. Expect to find most of Max Mara's lines here, even the "special fashion pieces," but don't expect to find tailored suits. We'll be honest, though: the clothing, for now, not the real draw.

This Miami flagship is the brand's soapbox to show off the extensive art collection its been hiding, and Max Mara execs plan to experiment with it by launching the company's Heritage Project here, which tells the story of the Max Mara's coats from the 50s to last year, reports WWD. They'll also be featuring a rotating gallery of artists at the store, like the newly opened Vacheron Constantin, and practically every other store in the Design District. On the bottom floor before you ascend the wood and metal spiral staircase into a room filled with more light wood and metal, a velvet sofa, Murano glass tables and, of course, classic, understated, and definitely chic clothing.

The Max Mara team is mad excited about their glitzy new home, and they're doing tons of outreach to prove it. Last month the fashion house sponsored the YoungArts Backyard Ball and the article talks of a college scholarship and in-store show for one talented student from DASH. You might even get the chance to sneak into a resort 2016 fashion show at the YoungArts campus later this year, so keep your eye out for that.

· Max Mara Raises Profile in Miami [WWD]