Max Mara Store

Located at the prominent corner of Avenida da Liberdade 231–237 and Rua Alexandre Herculano 15–15D, in Lisbon, the Max Mara store occupies a distinctive building within one of the city’s most prestigious urban settings. This intervention represents a refined example of contemporary architecture in Portugal, where rehabilitation, programmatic clarity, and urban presence are carefully aligned. The full acquisition of the property by the brand enabled a comprehensive transformation, repositioning the building within the context of high-end architecture and premium retail on Avenida da Liberdade.

The project involved the complete rehabilitation of the existing structure, including a change of use from residential to a mixed programme combining retail and office functions. This strategic intervention reflects a broader approach to architecture in Lisbon, where heritage buildings are reinterpreted to meet contemporary demands while maintaining their urban relevance. The result reinforces the building’s identity and enhances its role within the architectural continuity of one of Lisbon’s most emblematic avenues.

Architectural Strategy, Program and Urban Presence

The programme is clearly structured, with the Max Mara store occupying the three lower floors — ground floor, mezzanine, and first floor — establishing a strong and visible retail presence. The upper levels accommodate the brand’s offices, while additional floors are leased to other companies, accessed independently via Rua Alexandre Herculano. This layered organisation ensures functional efficiency while maintaining a clear distinction between public and private uses.

The building’s corner position is a defining element of its architectural expression. The intervention enhances its dual frontage, strengthening its presence along both streets and contributing to a more qualified urban interface. This approach reinforces the importance of retail architecture as a key component of the city’s public realm, particularly in high-profile locations such as Avenida da Liberdade.

Architecture in Portugal: Rehabilitation and Identity

The licensing and execution project was developed by architect Nuno Malheiro, Grupo Focus, resulting in a careful balance between preservation and transformation. The intervention values the existing building while introducing a renewed architectural identity aligned with the positioning of an international luxury brand.

This project reflects a considered approach to architecture in Portugal, where rehabilitation is not only a technical process but also an opportunity to reinforce urban character and architectural continuity. The outcome is a building that supports multiple uses while maintaining coherence, clarity, and presence.

As part of Lisbon’s evolving architectural landscape, the Max Mara store contributes to the consolidation of Avenida da Liberdade as a reference for high-end retail and design excellence. It stands as a relevant example of how strategic architectural intervention can elevate both brand identity and urban experience within a demanding and highly visible context.