Maison Margiela Announces In-Store Takeovers For Icons Collection Launch

Maison margiela icons collection

Maison Margiela announces in-store takeovers for Icons Collection launch

Coinciding with the launch of the Icons Collection, Maison Margiela is set to stage a series of temporary spaces within its existing stores. Throughout November and December 2021, ephemeral installations devoted to the new line will ‘pop up’ in the Paris Avenue Montaigne, London Bruton Street, Tokyo, and Shanghai Réel flagship destinations. The bespoke mises en scène will offer guests an immersive experience of the collection.
A standalone line within the creative pyramid that structures Maison Margiela, Icons is embodied by the permanence and parfum of the codes established by Creative Director John Galliano in the Artisanal and Co-Ed collections. The store façades and tableaus created as part of the project take their cue from the concept of inverted snobbery first proposed in the 2021 Artisanal Collection: the act of transposing the placement of fine and humble materials, giving new value to the latter.

Elevating the behind-the-scenes mechanics that drive a store, container-like installations reveal the practical components normally hidden from view: wooden crates, packaging, and hangers.

As a nod to the red stitch that identifies an Icons garment or accessory, supersized red threads swirl through the installations. Featured among the ‘discarded’ objects, the classically refined character of the Icons Collection cut a certain contrast, embodying the dichotomies and dialogues core to the philosophies of Maison Margiela.

An act of repurposing the disposable, the temporary spaces are underpinned by ideas of upcycling. Following the end of their run in early January 2022, Maison Margiela will work with local arts and design associations in the territories of each boutique to reuse the elements for the creation of something new.