An Evening with Patricia Urquiola - Mobilia

200 guests. One of the world's great designers. A showroom turned into a destination.

When Mobilia launched their Melbourne showroom, they wanted an evening that matched the calibre of the brand and the company they were keeping. With internationally acclaimed designer Patricia Urquiola as the guest of honour, the bar was set from the start. Max&You helped develop the event concept and managed every element of the night.

What We Did

We collaboratively worked with Mobilia to conceive and produce an event that used the showroom itself as the stage — transforming the space into an immersive party environment that celebrated both the Mobilia brand and Patricia Urquiola's presence. The evening was designed in layers: a large-scale showroom event for 200 guests alongside a VIP pop-up restaurant experience, with Grill Americano offering a sit-down three-course meal for guests who wanted to extend the evening in style.

Patricia arrived to a packed room, descending the staircase to a reception that set the tone for a night that lasted well into the evening. The VIP lounge was curated with personal touches — including a screening of Patricia's favourite vintage Italian film — giving the space an intimacy and warmth that elevated it beyond a standard showroom activation. Lighting transitioned from red to purple as the night progressed, DJs kept the energy high throughout, and cocktails, wine and Aperol Spritz flowed generously.

Event management and staging — VIP area delivery — pop-up restaurant coordination with Grill Americano — lighting direction — catering and beverage management — run sheet and on-the-day production

The Result

200 guests from Melbourne's architecture, design and interiors community gathered for one of the most talked about showroom openings the city had seen.

The Grill Americano pop-up gave guests a reason to stay, the VIP lounge gave the evening depth and personality, and Patricia Urquiola's presence gave Mobilia an opening night that positioned them immediately at the centre of Melbourne's design world.