MM6 Maison Margiela has been taking an unconventional approach to interpret the brand’s contemporary language since its inception.
It recently unveiled its brand new retail image at Harbour City Gateway Arcade in Hong Kong. The collision with the future makes this new space full of imagination and creativity. Decorated by industrial furniture and concrete materials, it creates an abstract but intimate space atmosphere.
With complete anonymity while assuming its unique identity, the new MM6 Maison Margiela boutique is a part of daring aesthetic and breaking through the concept of traditional distribution codes.
In this new space, the MM6 team has married the brand’s DNA to the epitome of the time. Concrete block pillars or plasterboard walls: they are chosen to stand for the existing, also means they had been abandoned by its last occupant. The place is inhabited by industrial furniture made by steel tube and mechanical style artistic laser lamp, giving the abstract retail image a sense of reality, which contrast with the brutality of places.
If the layout mainly evokes anonymity, the founding principle of Maison Margiela, it also shows part of gender mobility and recycling, two cardinal values of our generation. The mirrors are presented vertically in the transport case, door frames, chipboard table and cash register which encased in reinforcements of varnished polystyrene accommodates, surprise extends to the inner shop. The unique white concrete cut out MM6 logo at new store combining industrial style with brand aesthetic, is experimental yet contemporary.
This strategy based on flexibility and a certain sobriety also makes it possible to offer a neutral platform to be customized for future temporary developments which will adapt to the clothes designed by the studio, just like a blank page for many new creative stories to come.
With this unique place, MM6 Maison Margiela challenges its sense of innovation, pushes the limits and plays with materiality. This space is also an allegory of the constantly evolving fashion: it offers a lively, transitional, framework ideal for future collections.