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The White Wash: Maison Margiela and the Luxury of Deconstruction
Maison Margiela’s "Bianchetto" experience in Shenzhen is a radical lesson in "Open-Source Luxury." As part of the Maison Margiela/folders project, the house invited participants to whitewash their own clothing under the guidance of the Paris atelier team. Featuring OMA-designed scenography and the iconic "blouse blanche" ritual, the event turned deconstruction into a communal performance. By erasure, the brand creates a blank canvas that documents the history of the wearer.
Maison Margiela Café Pop-Up, De Bijenkorf Amsterdam.
Maison Margiela transforms the fifth-floor café at Amsterdam’s de Bijenkorf into Café Maison Margiela—a sun-drenched, self-service pop-up inspired by the Amalfi Coast. Created in-house to launch the brand’s Replica scent Never-ending Summer, the all-white space features vibrant orange accents, exclusive drinks, and a terrace that blends lifestyle, fragrance, and fashion. This elevated activation merges retail theatre with experiential storytelling in true Margiela style.
Maison Margiela First Class Travel Exhibition Space, Shanghai Jincang Mandarin Plaza China.
SDD24/04_02: Explore Elevated Style at Maison Margiela's First Class Travel Exhibition in Shanghai's Jincang Mandarin Plaza flagship...
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