Margiela formalizes a cultural wing with Line 2, opening in Seoul with a sight and sound installation during Frieze week.
Maison Margiela has introduced Line 2, a dedicated arm for artistic and cultural projects that the house describes as intangible products. It formalizes a stream of work that privileges collaboration and community over traditional drops.
The first chapter lands in Seoul with an installation by visual artist Heemin Chung and sound designer Joyul inside the brand’s Hannam flagship, conceived as a shared space for looking and listening. Titled Elsewhere, Rhema, Open Torso, the work blurs the line between human made space and wild nature. Through video and sound, the duo uses unfamiliar tools to turn a familiar setting into a metaphorical jungle. The installation will be displayed at the Maison’s flagship store in the Hannam district in Seoul from September 3rd to Sept 28th.
The debut coincides with Frieze Seoul’s fourth edition, which runs September 3 to 6 at COEX, placing Line 2 in the week’s citywide program without tying it to the fair floor.
Line 2 also gives new purpose to the number 2 in Margiela’s numeric system, recasting it as a banner for culture first work rather than product categories. The ambition is simple. More ideas, more dialogue, fewer objects.
