Maison Margiela’s new limited-time concept space “Beyond the mortal fashion” was grandly unveiled in the outdoor plaza of Shanghai Ruiou Department Store. Through the combination of digital technology and architectural installations, a journey of exploration of avant-garde aesthetics was started. The limited-time exhibition space covers an area of 250 square meters and is located directly opposite the Maison Margiela Shanghai Ruiou Department Store. In the meantime, plaster columns and mirror columns are like separate individuals, scattered in an irregular shape on a 40-square-meter rectangle Around the mirror surface, people feel like they are in a maze world-the design of plaster columns made its debut in Maison Margiela’s Autumn/Winter 2018 haute couture show “Artisanal”. The outer layer of the gypsum column is individually cast by hand in the textile mold, and its surface carries the memories of the texture of the fabric and the engraving and embossing, reproducing the unreproducible and wonderful touch of hand-spinning. The architectural structure retains the natural texture of plaster, exposing the original texture similar to the wall. This aesthetic form echoes the design technique of the exposed lining of the fashion house-the clothing has always been hidden and the internal craftsmanship is exposed on the visual surface . The natural tone of the plaster further echoes the iconic white of Maison Margiela, and the floor is covered with unique Tabi shoe print stickers.
The mirror column and the rectangular mirror reflect each other, creating a distorted visual effect in space. A digital display is embedded in the column, and selected Maison Margiela commercials and videos are played in sequence, further highlighting the reflection effect of the mirror. The video clips are respectively extracted from the fashion films “SWALK” and “SWALK II”, showing the creative process behind Maison Margiela’s 2020 Autumn/Winter Artisanal Haute Couture Series and 2021 Spring/Summer Co-ed Mixed Men’s and Women’s Series. Both films were shot by fashion photographer Nick Knight and edited with narrative images and documentary brushstrokes. Through this cinematic technique, the series’ every move from creativity to birth was captured, and a visual dialogue of fashion was opened. .
Maison Margiela The Memory of… The exhibition space will continue until the end of July 11. The official applet of the brand will also open the reservation function and on-site content tour simultaneously, providing visitors with a comprehensive digital experience.
Maison Margiela limited time exhibition space “Beyond Fashion Beyond the Mortal Dust”
Ruiou Department Store, 1601 Nanjing West Road, Jing’an District, Shanghai