Max Mara's 'Coats!' Retrospective Lands in Seoul with Zaha Hadid Venue

The itinerant exhibition 'Coats!', which traces the history of Italian fashion house Max Mara through its iconic coat, has opened at the Dongdaemun Design Plaza (DDP) in Seoul, designed by Zaha Hadid. The show, curated by architects Ico Migliore and Mara Servetto of Migliore+Servetto Architects, began in 2006 at the Staatliche Museen in Berlin for Max Mara's 55th anniversary, followed by stops at the Mori Arts Center in Tokyo (2007), the National Art Museum of China in Beijing (2008), and the State Historical Museum in Moscow (2011) for the brand's 60th anniversary. The Seoul edition features a 13-meter-high dome in the Art Hall 1, under which a selection of coats from each decade is displayed with dramatic lighting, surrounded by seven wunderkammer. Young artist Yiyun Kang contributed a digital performance that projects images of fabrics, volumes, and bodies onto the dome, creating a poetic narrative. The exhibition emphasizes the relationship with its venue, a cultural hub in the historic Dongdaemun district known for 24-hour shops and cafes. Max Mara was founded by Achille Maramotti in 1951.