Enjoy 2 free articles a month. For unlimited access, get a membership now.

A Margiela installation shows how brands can build lasting relevance through storytelling

BOOKMARK ARTICLE
The installation – Cinema Inferno – presents Maison Margiela’s 2022 Artisanal collection. - Courtesy of Maison Margiela
Visitors to the new shop at Shibuya’s Parkway Square are brought into a large-scale set based on a dark, poetic tale of two ill-fated lovers in the American South. - Courtesy of Maison Margiela
An old-fashioned marquee frames the entrance, ushering people into a mirrored space seemingly out of a trance; a film of the Paris performance refracts on the surfaces. - Courtesy of Maison Margiela

1 / 10

Maison Margiela is celebrating the relocation of its Tokyo Omotesando store with a theatrical installation from the mind of creative director John Galliano. 

Create a free account to read the full article

Get 2 premium articles for free each month