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 exibition, designed by Studio Migliore+Servetto Architects, 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”.

The Dongdaemun Design Plaza (DDP), designed by architect Zaha Hadid, is the newest and most iconic landmark of Seoul. The Coats! exhibition takes place at the DDP's Art Hall 1, and it opens with the site-specific digital installation by the Korean artist Yiyun Kang. Her work explores the cultivation of relational environments, generating an augmented environment and engendering perceptual ambiguity. For the Coats! exhibition, Kang will explore the space of the dome, turning features of the production process and images from the Max Mara’s historical archive - including the iconic camel fabric - into patterns: a bright, living material that will give a distinctive visual slant to the exhibition’s piazza.