Client: Novartis Pharma AG, Basel, Switzerland
Exhibition Design
Coats! Max Mara, Seoul 2017
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.
Credits
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Client:Max Mara s.r.l., Reggio Emilia, Italy
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Design:Migliore + Servetto Architects, Milan, Italy
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Photography:Jae Young Park Seoul, South Korea Studio 2020 Seoul, South Korea