New Dedimax Campus for the Max Mara Group by Barozzi Veiga

DATE

04.08.2026


The renowned architecture studio Barozzi Veiga has won the international competition to design the new campus for Dedimax, a brand belonging to the Max Mara Fashion Group, located in Reggio Emilia, Italy.

The proposal by the Barcelona-based studio—whose founders are guest lecturers at MArch—approaches the intervention through a contemporary reinterpretation of the classic courtyard typology. The project is articulated around a large central green space surrounded by the building, proposing a concept in which architecture folds and organically integrates with the surrounding landscape.

This inner park acts as the heart of the complex, structuring the functional distribution of the building around it. The layout includes open porches and galleries that directly connect the landscaped environment with the areas dedicated to showrooms, corporate offices, and the campus canteen.

The design responds precisely to the client’s programmatic and spatial needs, providing a stepped ensemble with varying visual and functional depths. This modular arrangement allows each workspace to adapt to its specific requirements of light, volume, and privacy.

Formally, the project reflects the core values of sobriety, restraint, and elegance characteristic of both the architecture studio and the corporate identity of the fashion group itself. Through a refined geometry, the proposal seeks to create a cohesive and inspiring work environment that fosters the well-being of its users.

With this victory in Reggio Emilia, Barozzi Veiga adds a new milestone to its international trajectory, consolidating a language of serene, timeless architecture in deep dialogue with its urban and landscape context.


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