Red Dot Design Award
Exhibition Design

Coats! Max Mara, Seoul 2017

Coats! Max Mara, Seoul 2017 | Red Dot Design Award

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This exhibition recounts the heritage of the historic fashion house through the concept of “7 wunderkammer” enclosed in the embrace of a large dome. Resembling seven exquisite treasure chests, each room opens up to reveal a spectacular scenario specific to each decade and establishes a relation between the coats and a rich collection of objects, historical images and scenic evocations. The huge dome, inspired by the utopian monoliths of the French architect Étienne-Louis Boullée, has been designed to connect fashion, art and design and host a digital art installation realised by the young Korean artist Yiyun Kang.

Red Dot Design Award

Credits
  • Client:
    Max Mara s.r.l., Reggio Emilia, Italy
  • Design:
    Migliore + Servetto Architects, Milan, Italy
  • Photography:
    Jae Young Park Seoul, South Korea Studio 2020 Seoul, South Korea
Coats! Max Mara, Seoul 2017 | Red Dot Design Award
Coats! Max Mara, Seoul 2017 | Red Dot Design Award
Coats! Max Mara, Seoul 2017 | Red Dot Design Award
Coats! Max Mara, Seoul 2017 | Red Dot Design Award