MCM has reimagined its Seoul flagship into a whimsical, multi-sensory exhibition space for collectible Be@rbrick toys – featuring a giant Be@rbrick bear on the roof of the five-storey building.
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| A collectible Be@arbrick toy on the roof of MCM Haus in Seoul |
In collaboration with @medicom_toy, Be@rbrick in MCM Wonderland brings together diverse creative voices that transform MCM Haus into a landscape where art, craft and design converge.
The exhibition, which runs from 3 to 30 September, features INDEN-YA, ken yashiki and Nobuki Hizume – three artists whose works transform Be@rbrick into unexpected forms of cultural expression.
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| MCM Be@arbrick collector's items |
“Through the iconic Be@rbrick form, the exhibition becomes a canvas where Japanese craftsmanship meets contemporary art, and imagination intersects with identity,” the German brand said.
Be@rbrick in MCM Wonderland invites visitors into an immersive experience where art, fashion and pop culture collide. The result seeks to embody the next generation of storytelling, craftsmanship and cultural imagination.
As part of the event, MCM unveils three limited-edition Be@rbrick collector’s items.
The sculptural elegance of Nobuki Hizume
Japanese milliner Nobuki Hizume brings his couture headpiece expertise to the Be@rbrick form. His sculptural figures adorn the exhibition’s entrance in a striking window display. Though he did not design one of the collectible figures for sale, his contribution set the tone for the entire experience by balancing theatrical beauty with serene minimalism.
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| The MCM Haus window display featuring Nobuki Hizume hats |
Manga realism by ken yashiki
On the third floor, Japanese artist ken yashiki’s Be@rbrick characters stand amid a poetic landscape of cosmos flowers, his signature bloom. Known for blending pop art with manga-inspired aesthetics, yashiki infuses each figure with raw emotional energy and bright, youthful colour.
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| Manga-inspired Be@arbrick toys by Japanese artist ken yashiki |
Crafting legacy with INDEN-YA
Representing over 400 years of Japanese craftsmanship, INDEN-YA introduces its traditional lacquer-on-deerskin technique to the Be@rbrick format for the first time. This Kōshū Inden method creates a unique collector’s item, blending tradition with street iconography and underscoring MCM’s celebration of cultural convergence.
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| Thai actress Nam Tan meets Be@arbrick in MCM Wonderland |
To set the stage for this one-of-a-kind exhibition, guests were invited to an evening launch event during Frieze Seoul 2025 art fair, featuring music and dancing. Food and beverages, detailed with MCM and Be@rbrick touches, were served at the MCM Haus Café for a complete sensory experience.
