Max Mara 5th Edition Coats! Exhibit Comes to Seoul Korea
BY STEPHANIE PETTWAY
As the winter season approaches, Max Mara celebrates over 60 years of history in Seoul, Korea with the fifth edition of their Coats! Exhibit, open until Dec 12. Held at the futuristic and multifunctional Dongadaemum Design Plaza (DDP), designed by Zaha Hadid, the exhibit features the history of the coat and the brand that is placed into 7 themed rooms which display different sounds, garments, and memorabilia that represent the vision that moved founder, Achille, Maramotti, “to make the ordinary, extraordinary.”
Over ninety coats are shown at the exhibition, starting from the “dream coat” in the 50’s to the more recent ones that walked the runway in Milan and the iconic 101801 style. In the “Special Look” room, Max Mara designed a coat to honor Seoul. The coat is a brass color that is inspired by yughee, the precious Korean tableware. Like Max Mara, yughee represents the importance of tradition and quality in Korean culture. The style of the coat works well for the petite women of Korea, due to the very feminine frame.
Biblioteca e Archivio di Impresa, BAI, which is the company’s archive and library is another room featured in the exhibit. Created in 2003, the BAI is the expression of how research has been handed down from the past to the present, to represent how innovation was infused into the historical products that eventually became contemporary garments.
The “Spokespersons” room features those that were involved in the exhibit, from architects Ico Migliore and Mara Servetto, artist Yiyun Kang, and curator Lee Daehyung, to key people of the brand like Ian Griffiths, Luigi Maramotti, and Maria Giulia Prezios Maramotti.