Maison Margiela has long fascinated its audience with a cryptic numerical system, where each number corresponds to a product category — from perfumes to artisanal couture. But the launch of Line 2 is rewriting the rulebook, assigning a once-unused number to something entirely new: cultural experiences. This debut will open with an installation at Maison Margiela’s Seoul flagship on September 3rd, 2025, coinciding with the Frieze art fair.
Maison Margiela Seoul flagship becomes a stage for cultural innovation
Rather than introducing a new garment or accessory, Line 2 positions itself as a program of intangible products. According to CEO Gaetano Sciuto, the idea is not about commerce but about deepening community ties and expanding the house’s cultural footprint. The Seoul flagship has been chosen as the first stage for this initiative, a move that highlights the importance of East Asia as a key market for luxury brands.
Heemin Chung and Joyul lead the first project
For its opening act, Maison Margiela has invited Heemin Chung, a visual artist known for exploring perception and space, to collaborate with sound designer Joyul. Together, they will transform the flagship into a sensory installation that blurs the line between fashion, art, and environment. This dual work exemplifies the maison’s commitment to creating experiences rather than physical products.
From numbers to narratives
The Margiela numbers meaning system has always been central to the house’s identity, offering an esoteric structure to its collections. With Line 2, the maison takes that coded language a step further, redefining the number not as a product category but as an open space for artistic experimentation. As luxury houses increasingly merge fashion with art and culture, Margiela’s Line 2 signals a shift: experiences now stand alongside couture in shaping what the brand represents.
