In Cina la sfilata di Margiela è allestita dentro una serie di container
Maison Margiela has launched a major traveling exhibition in China titled "Artisanal: Our Creative Laboratory," debuting in Shanghai before moving to Chengdu. Designed by OMA/AMO, the open-air showcase features over forty couture creations from the Artisanal line dating back to 1989, uniquely displayed within weathered shipping containers. The project aims to demystify the fashion house's secretive creative process, highlighting the techniques of deconstruction and manipulation that define the brand's aesthetic.
This initiative marks a strategic shift for the OTB Group-owned label, moving away from traditional runway formats toward immersive, archival storytelling. By choosing China for this large-scale public activation, Margiela is strengthening its cultural footprint in a key market while reflecting creative director Glenn Martens' focus on the act of making rather than the persona of the designer. The exhibition effectively bridges the gap between high-fashion exclusivity and public accessibility, turning a corporate archive into a living, educational experience.