Frieze Seoul 2025, an international art fair, kicked off in Seoul, South Korea. At this stage, which brings together art professionals from around the world, MCM is hosting a special exhibition, "BE@RBRICK in MCM Wonderland," at its flagship space, MCM HAUS. This attempt by the fashion brand to fuse culture and art represents a new cultural experience at Frieze.

BE@RBRICK in MCM Wonderland/Courtesy of MCM FASHION GROUP

Frieze Seoul: An International Stage
Frieze is one of the world's leading international art fairs, held in London, New York, Los Angeles, and Seoul. With numerous galleries and artists participating, the event is more than just an art market; it also serves as a crossroads for international culture. Seoul's hosting of the 2025 event will once again demonstrate the centrality of the art scene in East Asia, and MCM's involvement during the event serves as a symbolic example of a fashion brand's active involvement in the art scene.

NOBUKI HIZUME/Courtesy of MCM FASHION GROUP

MCM's Brand Positioning
Founded in Munich, Germany, MCM has proactively engaged in activities that transcend the boundaries of music, art, and fashion as a global brand. It is building a legacy not simply as a luxury brand, but as a presence that designs culture as a whole. This special BE@RBRICK exhibition also embodies the brand's dual philosophy of "tradition and innovation" and "craft and modernity."

KEN YASHIKI/Courtesy of MCM FASHION GROUP

Multilayered Expressions Through BE@RBRICK
The exhibition was curated by Tatsuhiko Akashi, Representative Director of MEDICOM TOY. Participating creators from a wide range of genres include hat maker Nobuki Hizume, artist Ken Tanishiki, and "Inden-ya," a company that uses deerskin and lacquer. By juxtaposing traditional crafts with contemporary art, street culture with fashion, in the same space, BE@RBRICK becomes more than just a figurine; it also serves as a platform for cultural dialogue.

INDEN-YA/Courtesy of MCM FASHION GROUP

The Intersection of Crafts and Pop Culture
Particularly noteworthy are the bold intersections of tradition and pop culture, such as the BE@RBRICK crafted using Inden-ya's deerskin and lacquer techniques, and "PAUSE -Usa Usa-," a reimagining of past artwork. Classic techniques and contemporary motifs resonate with each other, presenting a new aesthetic.

Courtesy of MCM FASHION GROUP

Limited Items and Collectability
The venue will be offering a wide variety of items, including an exhibition-exclusive BE@RBRICK set, wooden models by Karimoku, T-shirts, bags, charms and more. These products, which combine art, fashion and craft, have strong appeal as collector's items and serve to enhance the exhibition itself.

Courtesy of MCM FASHION GROUP

A place to experience the fusion of culture and art
This year's "BE@RBRICK in MCM Wonderland" goes beyond the framework of Frieze Seoul to exist as a new experiential space where culture and art fuse. As a fashion brand, MCM has presented more than just a product exhibition; it has presented an artistic practice that depicts the future of culture. This space, born in the city of Seoul, shines with a unique brilliance even in the context of an international art fair.





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