Global high-fashion brands opened a super-size exhibition in Seoul. But it's not an exhibition to sell products of Lou Vuitton, CHANEL, or Cartier, it's a track of their brand history.
Through this exhibition, visitors get to acknowledge the luxury brand products as a piece of art. This distincts the brand from other rising brands and keeps the faith of loyal customers. The story telling strategy strengthens the brand identities and persuades the visitors.
Korea is a great 'test-bed' to the world market because of the Korean customer's picky and sensitive taste. Also being a buzzing SNS society, word-to-mouth spreads quickly across this market. In 2015 CHANEL held its cruise collection in Seoul, breaking from its usual event display at particular vacation spots. It lead many movie stars to gather at Seoul.
So how was the exhibition of the luxury brands? We've observed all exhibitions from Lou Vuitton's 'Volez, Voguez, Voyagez' at DDP, CHANEL's 'Mademoiselle Privé' at D.Museum, and Cartier's 'HIGHLIGHTS' at Seoul Art Museum.
Lou Vuitton's 'Volez, Voguez, Voyagez' Exhibition
Lou Vuitton's 'Volez, Voguez, Voyagez' Exhibition will be open in Seoul until August 27th.
This exhibition spotlights the 160-year-long brand history since 1854, directed by fashion curator Olivier Saillard. Robert Carlson, art director, and stage set designer added extra space for the Korean exhibition in ten different themes. Lifestyles of customers from era by era are displayed in each of the divided galleries. The exhibition accentuates the change of traveling lifestyle after the 19th century by its clothes and traveling suitcases.
Choosing DDP's enormous gallery was another great choice. The exhibition space resembles much of Lou Vuitton's trunks; the brand's edgy yet classic design blended well with the traveling concept with photos tool. Lou Vuitton's numerous collaborative designs and arts, and the choice of arrangements for the Korean audience all added much intimacy. If you are a crazy Lou fan, don't miss out on this.
CHANEL's Mademoiselle Privé Exhibition
D MUSEUM is hosting CHANEL's Mademoiselle Privé exhibition until July 19th.
At this gallery, you can check out CHANEL's brand history and concept for 'graceful women' just by a glance. Karl Lagerfeld renovated CHANEL's codes and symbols in a creative viewpoint that will have you stand in awe. Statues of CHANEL's philosophy and history, Lagerfeld's couture designs, re-editions of the high-jewelry collection in 1932 'Bijoux de Diamants' presented by Gabrielle Chanel herself, the legendary No.5 perfume, and a video of Gabrielle Chanel all is provided within the showroom. But there's more to explore here.
Download the app for an extra VR video experience and continue strolling throughout the gallery where a CHANEL film is also playing in the corner. The lively exhibition of CHANEL's today in Karl Lagerfeld's hands is entertaining enough for the day.
Cartier's 'HIGHLIGHTS' Exhibition
HIGHLIGHTS of Cartier's collections will be at the Seoul Art Museum until the 15th of August.
At this first-ever exhibition of bringing the foundation's collections out from France, art pieces from more than 25 artists including Ron Mueck, Srach Sze, David Lynch, Raymond Depardon, UVA, Cheri Samba are presented. Seoul is the first city of the exhibition's Asia tour, and it started by collaborating with Korean artists. From designs, photographs, videos, and fashion the gallery is a collection of bar-raising pieces from today's modern art by sharing unique and creative ideas from many artists. Out of the 1500 art pieces displayed, many art forms from over 350 artists, scientists, philosophers, musicians, sculptors from 50 nations since the establishment of the foundation in 1984 are shown.
Can't say all of Cartier's collections are great. It's a personal matter of taste really. But the fact that Cartier has been keeping its deep interest in modern art and revealing it to Korea is a meaningful mark that open doors to many possibilities. A personal eye-catcher was Raymond Depardon. His photo footages are perfect visually. The complementing notes and texts rather have the whole stand out. Yokoo Tadanori's portrait of 100 people depicts well of what Cartier Hyundai Art Foundation aims for too. This piece that was made through order is like a piece that's screaming out diverse characters and languages.
Translated by_ Gen_E