Summary:
- Maison Margiela assigns Line 2 to art projects and community activations rather than physical products
- First collaboration launches September 3 in Seoul with artist Heemin Chung and sound designer Joyul
- Strategy builds on brand's storytelling legacy and mystery surrounding founder Martin Margiela
Maison Margiela assigns its Line 2 designation to art projects and community experiences. The fashion house moves beyond physical products with this new approach.
Creative director Glenn Martens leads this initiative following his successful debut collection. The brand allocates the number 2 in Martin Margiela's original numbering system to what they call "intangible goods."
CEO Gaetano Sciuto explains the concept. "Intangible products mean something beyond purchase. They create connection. They build community. We call it Line 2 because we want it to equal or exceed the importance of a single product."
The first Line 2 project launches September 3 at the Seoul store. Artist Heemin Chung collaborates with sound designer Joyul on an installation piece. Business of Fashion reported this debut collaboration.
The OTB-owned brand extends its storytelling approach through this strategy. This aligns with the mysterious legacy surrounding the "phantom" designer Martin Margiela. The founder's enigmatic persona shapes the brand's identity.
Line 2 operates as an abstract concept. No physical products exist within this line. The brand focuses solely on creating atmosphere and experience.
This approach separates Maison Margiela from traditional fashion retail models. The house prioritizes cultural engagement over direct sales through these artistic ventures.
The Seoul installation represents the brand's commitment to experiential luxury. Community building becomes central to their strategy moving forward.
Maison Margiela transforms retail spaces into cultural venues through Line 2. This positions stores as destinations for art appreciation rather than shopping alone.
The numbering system maintains its original significance while adapting to contemporary cultural consumption. Line 2 joins the existing product categories within Margiela's structured universe.
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Andrea Darren
Born in Manchester, from a young age, she was passionate about art and design. She studied at the University of the Arts in London, where she developed her skills in these fields. Today, Andrea works as an editor for a renowned publishing house, combining her love for art and design with her editorial expertise.