MILAN — Max Mara has partnered with the Whitney Museum of American Art for the spring opening of the museum at its new location at the corner of Gansevoort and Washington Streets in Manhattan’s Meatpacking District. The Italian fashion firm will sponsor the opening party on a date to be revealed.
“It is a privilege for Max Mara to support the Whitney Museum on this historic occasion,” said Luigi Maramotti, chairman of Max Mara. “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.”
The Maramotti family has long been a patron of the arts, and in 2008 unveiled a 43-room gallery in the former Max Mara manufacturing plant in Reggio Emilia, Italy. The company also awards the Max Mara Art Prize for Women through a collaboration with the Whitechapel Gallery. Earlier this year, the Maramottis were bestowed with the Whitney’s American Art Award.
Max Mara and the Whitney have collaborated on a number of events, including the museum’s annual party in May during the Frieze Art Fair.
Maramotti said the Whitney’s new building, designed by Renzo Piano, “will tremendously enhance the potential” of the museum “setting a new benchmark for international contemporary art institutions around the world.“
Adam D. Weinberg, the museum’s Alice Pratt Brown director, underscored the Maramotti family’s dedication “to making modern and contemporary art available to the public through the Collezione Maramotti, and [the family] has demonstrated outstanding support for the arts internationally. Max Mara has been a great friend of the museum for years, and we are enormously grateful for their support at this transformative moment for the Whitney.”