{"id":15088,"date":"2026-02-10T14:35:45","date_gmt":"2026-02-10T13:35:45","guid":{"rendered":"https:\/\/tracce.com\/maximo-the-new-center\/"},"modified":"2026-03-20T08:56:22","modified_gmt":"2026-03-20T07:56:22","slug":"maximo-the-new-center","status":"publish","type":"post","link":"https:\/\/tracce.com\/en\/maximo-the-new-center\/","title":{"rendered":"Maximo &#8211; The New Center"},"content":{"rendered":"<section class=\"l-section wpb_row us_custom_887a049b height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"g-cols wpb_row sottosezione-sfida-soluzione-fattorecomm via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 vc_col-lg-4 vc_col-md-4 vc_col-xs-12 wpb_column vc_column_container\" id=\"sfida\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column us_custom_808a55c3 has_text_color\"><div class=\"wpb_wrapper\"><p>Challenge<\/p>\n<\/div><\/div><div class=\"wpb_text_column us_custom_064d3121\"><div class=\"wpb_wrapper\"><p>How to launch a Shopping Center using completely new communication codes in the italian Retail Real Estate landscape?<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-4 wpb_column vc_column_container\" id=\"soluzione\"><div class=\"vc_column-inner us_custom_2774bef1\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column us_custom_808a55c3 has_text_color\"><div class=\"wpb_wrapper\"><p>Solution<\/p>\n<\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>An unpredictable teaser followed by irreverent campaigns. THE NEW CENTER is not a political party but Rome&#8217;s new Shopping Center, which tells itself with slogans&#8230; electoral! A different, ironic tone of voice that accelerated Maximo&#8217;s awareness and leisure positioning.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-4 wpb_column vc_column_container\" id=\"community\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column us_custom_40933f6e has_text_color\"><div class=\"wpb_wrapper\"><p>Community Factor<\/p>\n<\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>From parody to empathy. Maximo winks at the citizens of the Capital, used to living in close contact with politics and its rituals, poking fun at the boring language of those who don&#8217;t keep their promises. And building a relationship based on trust, attention, desire for novelty and fun.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><div class=\"w-separator size_custom\" style=\"height:2rem\" id=\"aba9\"><style>@media(max-width:1024px){ #aba9{height:1.5rem!important}}@media(max-width:600px){ #aba9{height:1.5rem!important}}<\/style><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row us_custom_bc086b77 sezione-risultati-progetto height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column us_custom_f901da2b\"><div class=\"wpb_wrapper\"><p>Results<\/p>\n<\/div><\/div><div class=\"wpb_text_column us_custom_405d545e\"><div class=\"wpb_wrapper\"><p>in the first 12 months<\/p>\n<\/div><\/div><div class=\"w-separator size_custom\" style=\"height:2rem\"><\/div><div class=\"g-cols wpb_row sottosezione-numeri-hero-portfolio via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 vc_col-lg-4 vc_col-md-4 vc_col-xs-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-counter contatore color_text align_center\" data-duration=\"1\"><div class=\"w-counter-value\"><span class=\"w-counter-value-part type_text\" data-final=\"\"><\/span><span class=\"w-counter-value-part type_number\" data-final=\"24\">0<\/span><span class=\"w-counter-value-part type_text\" data-final=\"\"><\/span><\/div><div class=\"w-counter-title\"><strong>campaigns<\/strong><\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-12 vc_col-lg-4 vc_col-md-4 vc_col-xs-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-counter contatore color_text align_center\" data-duration=\"2\"><div class=\"w-counter-value\"><span class=\"w-counter-value-part type_text\" data-final=\"\"><\/span><span class=\"w-counter-value-part type_number\" data-final=\"60.000\">0<\/span><span class=\"w-counter-value-part type_text\" data-final=\"+\"><\/span><\/div><div class=\"w-counter-title\"><strong>social followers<\/strong><\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-12 vc_col-lg-4 vc_col-md-4 vc_col-xs-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-counter contatore color_text align_center\" data-duration=\"1.5\"><div class=\"w-counter-value\"><span class=\"w-counter-value-part type_text\" data-final=\"\"><\/span><span class=\"w-counter-value-part type_number\" data-final=\"40.000\">1<\/span><span class=\"w-counter-value-part type_text\" data-final=\"+\"><\/span><\/div><div class=\"w-counter-title\"><strong>social interactions<\/strong><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row us_custom_19737bc8 sezione-immagini-portfolio-progetto height_large\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"g-cols wpb_row sottosezione-1-progetto-portfolio via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 vc_col-lg-7 vc_col-md-7 vc_col-xs-12 wpb_column vc_column_container immagine-portfolio-1\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-video us_custom_04570ec2 align_none ratio_16x9 has_border_radius with_overlay\" style=\"background-image:url(https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/preview-portfolio-maximo-video.jpg);\" onclick=\"return {&quot;player_html&quot;:&quot;&lt;video  preload=\\&quot;none\\&quot; playsinline controls&gt;&lt;source type=\\&quot;video\\\/mp4\\&quot; src=\\&quot;https:\\\/\\\/tracce.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/Teaser_video_Maximo.mp4\\&quot; \\\/&gt;&lt;\\\/video&gt;&quot;}\"><button class=\"w-video-play\" type=\"button\" aria-label=\"Play\"><span class=\"w-video-play-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/span><\/button><div class=\"w-video-h\"><video  preload=\"none\" playsinline controls><source type=\"video\/mp4\" src=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/Teaser_video_Maximo.mp4\" \/><\/video><\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-12 vc_col-lg-5 vc_col-md-5 vc_col-xs-12 wpb_column vc_column_container immagine-portfolio-2\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-image us_custom_04570ec2 align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"1280\" height=\"960\" src=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/05-portfolio-CC-Maximo-Teaser-social.jpg\" class=\"attachment-full size-full\" alt=\"Uno smartphone visualizza Instagram; attorno ad esso sono disposte quattro citazioni blu con testo in italiano su uno sfondo arancione.\" loading=\"lazy\" srcset=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/05-portfolio-CC-Maximo-Teaser-social.jpg 1280w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/05-portfolio-CC-Maximo-Teaser-social-300x225.jpg 300w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/05-portfolio-CC-Maximo-Teaser-social-1024x768.jpg 1024w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"w-separator size_custom\" style=\"height:5rem\" id=\"c22d\"><style>@media(max-width:1024px){ #c22d{height:0!important}}@media(max-width:600px){ #c22d{height:0!important}}<\/style><\/div><div class=\"g-cols wpb_row sottosezione-2-progetto-portfolio via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 vc_col-lg-offset-1 vc_col-lg-5 vc_col-md-offset-1 vc_col-md-5 vc_col-xs-12 wpb_column vc_column_container immagine-portfolio-3\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-image us_custom_04570ec2 align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"1280\" height=\"960\" src=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/01-portfolio-CC-Maximo-mockup-istituzionale-apertura.jpg\" class=\"attachment-full size-full\" alt=\"Cartellone in italiano con una donna sorridente in camicia a pois, che pubblicizza l&#039;apertura dei centri commerciali Maximo il 27 novembre.\" loading=\"lazy\" srcset=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/01-portfolio-CC-Maximo-mockup-istituzionale-apertura.jpg 1280w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/01-portfolio-CC-Maximo-mockup-istituzionale-apertura-300x225.jpg 300w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/01-portfolio-CC-Maximo-mockup-istituzionale-apertura-1024x768.jpg 1024w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-12 vc_col-lg-offset-0 vc_col-lg-6 vc_col-md-offset-0 vc_col-md-6 vc_col-xs-12 wpb_column vc_column_container immagine-portfolio-4\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-image us_custom_04570ec2 align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"1280\" height=\"960\" src=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/03-portfolio-CC-Maximo-mockup-istituzionale-apertura-2.jpg\" class=\"attachment-full size-full\" alt=\"Pubblicit\u00e0 del centro commerciale Maximo con una donna sorridente e un testo che parla di cose divertenti e dell&#039;apertura del negozio il 27 novembre.\" loading=\"lazy\" srcset=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/03-portfolio-CC-Maximo-mockup-istituzionale-apertura-2.jpg 1280w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/03-portfolio-CC-Maximo-mockup-istituzionale-apertura-2-300x225.jpg 300w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/03-portfolio-CC-Maximo-mockup-istituzionale-apertura-2-1024x768.jpg 1024w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"w-separator size_custom\" style=\"height:5rem\" id=\"e030\"><style>@media(max-width:1024px){ #e030{height:0!important}}@media(max-width:600px){ #e030{height:0!important}}<\/style><\/div><div class=\"g-cols wpb_row sottosezione-3-progetto-portfolio via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 vc_col-lg-6 vc_col-md-6 vc_col-xs-12 wpb_column vc_column_container immagine-portfolio-5\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-image us_custom_04570ec2 align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"1280\" height=\"960\" src=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/06-portfolio-CC-Maximo-uscita-stampa.jpg\" class=\"attachment-full size-full\" alt=\"Una donna che mangia un hamburger si trova di fronte a un annuncio rosa che recita: Metteremo nuove idee sul piatto per il centro commerciale Maximo.\" loading=\"lazy\" srcset=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/06-portfolio-CC-Maximo-uscita-stampa.jpg 1280w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/06-portfolio-CC-Maximo-uscita-stampa-300x225.jpg 300w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/06-portfolio-CC-Maximo-uscita-stampa-1024x768.jpg 1024w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-12 vc_col-lg-offset-0 vc_col-lg-5 vc_col-md-offset-0 vc_col-md-5 vc_col-xs-12 wpb_column vc_column_container immagine-portfolio-6\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-image us_custom_04570ec2 align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"1280\" height=\"960\" src=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/portfolio-CC-Maximo-Istituzionale_02.jpg\" class=\"attachment-full size-full\" alt=\"Un cartellone pubblicitario mostra un uomo che medita con un testo relativo ai centri commerciali Maximo che apriranno il 27 novembre a Roma.\" loading=\"lazy\" srcset=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/portfolio-CC-Maximo-Istituzionale_02.jpg 1280w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/portfolio-CC-Maximo-Istituzionale_02-300x225.jpg 300w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/portfolio-CC-Maximo-Istituzionale_02-1024x768.jpg 1024w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"w-separator size_custom\" style=\"height:5rem\" id=\"hda8\"><style>@media(max-width:1024px){ #hda8{height:0!important}}@media(max-width:600px){ #hda8{height:0!important}}<\/style><\/div><div class=\"g-cols wpb_row sottosezione-4-progetto-portfolio via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 vc_col-lg-6 vc_col-md-6 vc_col-xs-12 wpb_column vc_column_container immagine-portfolio-5\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-image us_custom_04570ec2 align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"1280\" height=\"960\" src=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/08-portfolio-CC-Maximo-saldi-concorso1.jpg\" class=\"attachment-full size-full\" alt=\"Due coloratissime pubblicit\u00e0 del centro commerciale Maximo: una raffigura un uomo sorridente, l&#039;altra una donna che urla in un megafono.\" loading=\"lazy\" srcset=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/08-portfolio-CC-Maximo-saldi-concorso1.jpg 1280w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/08-portfolio-CC-Maximo-saldi-concorso1-300x225.jpg 300w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/08-portfolio-CC-Maximo-saldi-concorso1-1024x768.jpg 1024w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/div><\/div><\/div><\/div><\/div><div class=\"vc_col-sm-12 vc_col-lg-offset-0 vc_col-lg-6 vc_col-md-offset-0 vc_col-md-6 vc_col-xs-12 wpb_column vc_column_container immagine-portfolio-6\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-image us_custom_04570ec2 align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"1280\" height=\"960\" src=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/04-portfolio-CC-Maximo-voto-maxximo-smartphone.jpg\" class=\"attachment-full size-full\" alt=\"Tre smartphone visualizzano coloratissimi post Instagram a tema shopping con persone sorridenti su sfondi gialli, verdi e arancioni.\" loading=\"lazy\" srcset=\"https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/04-portfolio-CC-Maximo-voto-maxximo-smartphone.jpg 1280w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/04-portfolio-CC-Maximo-voto-maxximo-smartphone-300x225.jpg 300w, https:\/\/tracce.com\/wp-content\/uploads\/2026\/02\/04-portfolio-CC-Maximo-voto-maxximo-smartphone-1024x768.jpg 1024w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"Challenge How to launch a Shopping Center using completely new communication codes in the italian Retail Real Estate landscape? Solution An unpredictable teaser followed by irreverent campaigns. THE NEW CENTER is not a political party but Rome&#8217;s new Shopping Center, which tells itself with slogans&#8230; electoral! A different, ironic tone of voice that accelerated Maximo&#8217;s...","protected":false},"author":4,"featured_media":15095,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[148,149,147],"tags":[],"class_list":["post-15088","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-omnichannel-campaigns-tt","category-strategy-tt","category-traccetrade"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Maximo Shopping Center: launch campaign | Tracce Trade<\/title>\n<meta name=\"description\" content=\"Maximo&#039;s launch in Rome. An irreverent teaser campaign that plays with political language to position &quot;The New Center&quot; of shopping in the Capital.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tracce.com\/en\/maximo-the-new-center\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Maximo Shopping Center: launch campaign | Tracce Trade\" \/>\n<meta property=\"og:description\" content=\"Maximo&#039;s launch in Rome. 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