Seoul – After Berlin, Tokyo, Beijing and Moscow, Max Mara’s traveling Coats! exhibition settles in Dongdaemun Design Plaza, the city’s Zaha Hadid landmark. Designed by Migliore + Servetto Architects, the retrospective is meant to engage visitors in a narrative of the fashion house’s history and heritage through a series of immersive experiences. ‘Art and culture play a big part in our lives,’ co-founder Ico Migliore reveals in Frame 119 – adding that exhibitions can replace lunch, being just as important as food to him and his wife.
‘In Seoul the set-up is not designed strictly as a fashion show,’ explains the Milan-based architects, ‘but rather a journey of investigation to understand where the Max Mara creativity comes from and how it takes shape.’
An impressive cupola, inspired by the drawings of 18th-century visionary architect Étienne-Louis Boullée, emerges from the dark in a play of light and shadow. Surrounded by seven irregular rectangular volumes, the structure engages in a dialogue with the architecture. ‘The set-up was designed as a strong narrative instrument, deliberately speaking with the place where it is installed, with a very strong change of scale,’ the architects point out. Korean artist Yiyun Kang’s digital installation is projected onto the 13-m high dome, taking inspiration from the Max Mara archive and adding to the immersive experience of visitors. Accessible from any direction, the structure allows visitors to freely discover the exhibition by creating their own pathways through it.