Today is Max Mara’s last day of “COATS!” in Seoul—an exhibition in partnership with Korean artist Yiyun Kang. Kang’s focus as a projection mapping installation artist explored the brand’s history and heritage through the lens of its signature item: the Max Mara coat. Kang honed in on her work that explores the cultivation of relational environments by creating this site-specific environment—an entirely unique exhibition than the brand’s presentation in Moscow in 2011, Beijing in 2009, Tokyo in 2007, and Berlin in 2006. Designed by Migliore+Servetto Architects, the exhibition shows a new dome space inspired by French visionary architect Étienne-Louis Boullée.
The exhibition was presented in the futuristic space of The Dongdaemun Design Plaza (DDP) designed by the late Zaha Hadid, presenting over 90 coats. It began with the brand’s first ones from the 1950s, expanding to the most recent ones seen at Milan Fashion Week. The iconic 101801 style was of note, as were the designer showcases, highlighting designers who have worked with Max Mara on new designs, such as Anne Marie Benetta, Karl Lagerfeld, and Proenza Schouler. The exhibition was also complemented by BAI—the Biblioteca e Archivo di Impresa—that was established in 2003 when the Max Mara campus was inaugurated. The hands-on space harnesses an array of archival pieces, such as garments and magazines, that respond to needs for consultation, training, and the presentation of the iconic Max Mara coat.