By  on December 1, 2017

REGGIO EMILIA, Italy — Max Mara’s archives come alive during a walk-through with fashion director Laura Lusuardi. Each item has a story and she knows how to tell it. The daughter of one of Max Mara’s first retailers, Lusuardi joined the company, based in Reggio Emilia, in the Sixties, and helped put together the archives, also buying back designs during her travels around the world. Her knowledge has been indispensable once again to organize the latest leg of the “Coats!” exhibition running Nov. 29-Dec. 12 in Seoul.

Located in the city’s multifunctional space DDP (Dongdaemun Design Plaza) designed by Zaha Hadid, “Coats!” will be placed under a monumental cupola inspired by the works of 18th-century architect Étienne-Louis Boullée, and in seven rooms, each dedicated to a decade since the company’s birth in 1951. Studio Migliore + Servetto Architects was once again tapped to create a site-specific design for Seoul, after the previous shows in Berlin in 2006; in Tokyo in 2007; in Beijing in 2009, and in Moscow in 2011. South Korean artist Yiyun Kang has created a digital installation, “Into the Deep Surface,” with special projections of dancers in the cupola, curated by Daehyung Lee.

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