A new edition of “Coats”, the exhibition dedicated to over 60 years of history of Max Mara has landed in Seoul, Korea and is set to last until December 19th, 2017. And it’s at the heart of the futuristic and multi-functional DDP (Dongdaemun Design Plaza) designed by Zaha Hadid that the exhibition is currently blooming, revealing an exceptional design by Studio Migliore+Servetto Architetti Associati. Set up inside a monumental dome inspired by the utopian architecture of Étienne-Louis Boullée, the exhibition presents a new overview of the Max Mara Heritage, taking visitors right into the heart of the history of the coat and of the brand, with pit-stops in seven themed rooms: The founder, Achille Maramotti and the dream of the coat (‘50s), Creative study, The democratic coat, designers and pop (‘60s), Colorama, The coat in technicolor and the art of experimentation (‘70s), The Icon, The magic of the coat and Italian know how(‘80s), The Set, The representation of the coat and the perfect image (‘90s), The Max Mara women, The journey of the coat and the female universe (2000) and finally The fashion show, Runway glamour and new projects (last decade of 2000).
Brace yourselves for a magical journey that starts with the dream of the perfect coat!
