Max Mara Coats!
@ Dongdaemun Design Plaza, Seoul, 2017
After Berlin, Tokyo, Beijing and Moscow, the Coats! Exhibition will open in Seoul, Korea.
Starting November 29th a new edition of Coats! the exhibition dedicated to over 60 years of history of Max Mara, will open in Seoul, Korea, in the futuristic and multi-functional DDP (Dongadaemun Design Plaza) designed by Zaha Hadid. The exhibition plunges visitors right into the heart of the history of the coat and of the brand, winding its way through seven themed rooms: a series of modern-day wunderkammer, packed with garments, sounds, memorabilia and interactive features representing the vision that moved Max Mara’s founder, Achille Maramotti: “to make the ordinary extraordinary”.
Richard Avedon’s interactive photo set. Design, developmen, Interaction and setup (special thanks to Liliana Redaelli for that!).