Heller Max I, Home Furnishings Daily

Reprint of an advertisement for Heller Max I stacking dinnerware designed by Massimo Vignelli. Printed in Home Furnishings Daily, January 13, 1971.

Text: "Pantry Puzzle - Puzzle nuts, design buffs, modular maniacs, and color kooks all will say "Right On!" when they see Max I. Max is a modular system dedicated to the proposition that eating units can be storage units, can be sculptural forms in a coordinated pack. Currently at the Housewares Show in Chicago at Alan Heller's place, Max has already been picked up by Bloomingdale's and Altman's. The handsome devil, designed by none other than architect Massimo Vignelli, is made of melamine and comes in bright pencil-box colors like yellow, red, and white. Max will retail at $45 for all of its 25 delicious pieces."