By  on October 19, 2012

ROME — Locations are increasingly paramount for fashioncompanies in this crowded and uncertain market as brands heavily investin planting their flags on prime spots around the world.

Max Marahas an enviable advantage in its newly renovated boutique in Rome’s ViaCondotti, a few minutes away from the Spanish Steps, and located in the17th century Palazzo Torlonia, once owned by Napoleon’s family and nowstill a residence of some members of the Torlonias, cousins of theSpanish royal family. The Torlonia coat of arms decorates a vault in theflagship, which was unveiled Thursday with a cocktail event and adinner at the palazzo to be attended by actresses Cody Horn, KatySaunders, jewelry designer Lucia Odescalchi and Princess Mafalda vonHessen, among others.

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