Maison Margiela launches Linea 2, an art and design project in Seoul

Maison Margiela has launched Linea 2, a new initiative blending art, culture, and design, under creative director Glenn Martens. The project does not produce clothing but focuses on immersive artistic experiences. The name Linea 2, referencing the unused number 2 in Margiela's line numbering system introduced in 1997, symbolizes collaboration between two minds. The first chapter, titled "Elsewhere, Rhema, Open Torso," debuted at the Maison Margiela flagship store in Seoul's Hannam district and runs until September 28. The installation is a collaboration between visual artist Heemin Chung and sound artist Joyul, exploring memory and transformation themes from the fall/winter 2025 collection. The store is transformed into a metaphorical jungle, blurring boundaries between built space and wilderness. Heemin Chung previously worked with Guerlain (LVMH). Linea 2 positions Maison Margiela within experiential luxury, using installations, conferences, and campaigns to turn retail spaces into cultural venues.