MCM Worldwide: Introducing BE@RBRICK in Wonderland During Frieze Week 2025

This September, Global Luxury Fashion House MCM Ushers in a Bold New Chapter in Cultural Innovation with the Unveiling of BE@RBRICK in MCM Wonderland

This September, the luxury fashion house MCM is set to redefine the intersection of art and fashion with the unveiling of BE@RBRICK in MCM Wonderland. This immersive multi-sensory exhibition will take place at MCM Haus in Cheongdam during Frieze Week 2025, marking a significant milestone as MCM’s first dedicated showcase of the iconic BE@RBRICK collectible.

Curatorial Collaboration with MEDICOM TOY

Curated in collaboration with Tatsuhiko Akashi, CEO of MEDICOM TOY, the exhibition features the creative visions of three remarkable collaborators: Nobuki Hizume, ken yashiki, and INDEN-YA. Each artist brings a unique perspective to the BE@RBRICK figure, reimagining it through the lenses of couture craftsmanship, personal memory, and traditional artistry.

Nobuki Hizume: Couture Meets Collectible

As visitors enter the exhibition, they are greeted by the avant-garde millinery works of Nobuki Hizume. His high-fashion hats, known for their surreal silhouettes and theatrical presence, transform the BE@RBRICK figures into an exploration of identity and wearable art. Hizume’s creations challenge conventional notions of fashion, inviting guests to consider the boundaries between art and apparel.

ken yashiki: Memory Embodied in Art

On the third floor, ken yashiki presents a poignant reinterpretation of his seminal 2016 work, PAUSE-Usa Usa. This installation features garments once worn by his daughters, transposed onto BE@RBRICK figures and displayed amidst a vibrant sea of cosmos flowers. This evocative piece serves as a poetic reflection on memory, time, and the human experience, merging personal narrative with artistic expression.

INDEN-YA: Heritage Craftsmanship Reimagined

The fifth floor showcases INDEN-YA’s masterful reinterpretation of BE@RBRICK, utilizing MCM’s iconic Visetos monogram alongside the traditional Kōshū Inden technique. Crafted from deerskin and adorned with lacquer, this installation embodies a tactile richness that bridges centuries-old Japanese craftsmanship with contemporary luxury design. INDEN-YA’s work highlights the beauty of heritage while embracing modern aesthetics.

Limited-Edition Collectibles and Retail Exclusives

At the heart of the exhibition lies a coveted trio of limited-edition BE@RBRICK releases, each designed to resonate with collectors worldwide:

• MCM x BE@RBRICK ken yashiki 100% & 400% Set — Featuring the water transfer printed PAUSE-Usa Usa design.
• MCM x BE@RBRICK INDEN-YA 400% — Handcrafted with deerskin and lacquer in Japan.
• MCM x BE@RBRICK Karimoku 400% — A wooden masterpiece by Japanese artisans, adorned with MCM’s logo.

In addition to these exclusive collectibles, guests will find a selection of MCM T-shirts, nylon shoulder bags, and BE@RBRICK charms, seamlessly blending luxury fashion with playful collectability.

A Celebration of Cultural Innovation

“This is more than an exhibition; it’s a dialogue,” states Dirk Schönberger, MCM’s Chief Brand Officer. “It represents a new visual vocabulary where collectible art intersects with the essence of luxury, imagination, and identity.” This exhibition is not just a showcase; it is a celebration of cultural innovation that invites visitors to engage with the evolving landscape of luxury.

Partnership with Frieze Week 2025

Through its partnership with Frieze Week 2025, MCM continues its commitment to next-generation luxury, where art, design, and street culture collide to create an unparalleled global experience. This collaboration underscores MCM’s dedication to pushing the boundaries of creativity and redefining the luxury narrative.

Exhibition Details

• Location: MCM Haus, 412 Apgujeong-ro, Seoul
• Dates: September 3 – September 30, 2025 (open to the public)
• Opening Hours: 11:00 AM – 8:00 PM daily
• Admission: Free

As MCM unveils this groundbreaking exhibition, it invites art and fashion enthusiasts alike to immerse themselves in a world where creativity knows no bounds. The BE@RBRICK in MCM Wonderland promises to be a transformative experience, celebrating the fusion of luxury, art, and culture.