MCM Unveils BE@RBRICK In Wonderland At 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, an immersive multi-sensory exhibition staged at MCM Haus, Cheongdam, during Frieze Week 2025.

Curated in collaboration with MEDICOM TOY’s CEO, Tatsuhiko Akashi, the exhibition marks MCM’s first dedicated BE@RBRICK showcase. It brings together three visionary collaborators — Nobuki Hizume, ken yashiki, and INDEN-YA — each offering a unique reimagining of the collectible icon through the lens of couture craftsmanship, personal memory, and traditional artistry.

Nobuki Hizume: Couture Meets Collectible

Greeting visitors at the exhibition’s entrance, Nobuki Hizume presents avant-garde millinery works set atop BE@RBRICK figures. His high-fashion hats, known for their surreal silhouettes and theatrical presence, transform the collectible into an exploration of identity, silhouette, and wearable art.

ken yashiki: Memory Embodied in Art

On the third floor, ken yashiki reinterprets his seminal 2016 work PAUSE-Usa Usa, crafted from garments once worn by his daughters. Transposed onto BE@RBRICK and displayed amidst a sea of cosmos flowers, the installation is a poetic reflection on memory, time, and the lived human experience — a profound convergence of personal narrative and artistic form.

INDEN-YA: Heritage Craftsmanship Reimagined

The fifth floor introduces INDEN-YA’s masterful reinterpretation of BE@RBRICK using MCM’s iconic Visetos monogram combined with the traditional Kōshū Inden technique. Deerskin, adorned with lacquer, creates a tactile richness that bridges centuries-old Japanese craftsmanship with contemporary luxury design.

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 — Water transfer printed with the 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 Karimoku, adorned with MCM’s logo.
  

Guests will also find exclusive MCM T-shirts, nylon shoulder bags, and BE@RBRICK charms, blending luxury fashion with playful collectability.

A Celebration of Cultural Innovation

“This is more than an exhibition; it’s a dialogue,” said Dirk Schönberger, MCM’s Chief Brand Officer. “A new visual vocabulary where collectible art intersects with the essence of luxury, imagination, and identity.”

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.

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