To coincide with "FRIEZE SEOUL 2025," an international contemporary art fair held in Seoul, South Korea, MCM, the luxury brand from Munich, Germany, will present an immersive exhibition titled "BE@RBRICK in MCM Wonderland" at its flagship store, MCM HAUS, from Wednesday, September 3, to Tuesday, September 30, 2025. A limited capsule collection, including exclusive BE@RBRICK figures, will be available for purchase at the venue.

FRIEZE is a world-leading art fair with editions in London, New York, Los Angeles, and Seoul, serving as an international cultural event that brings together galleries, artists, and collectors from around the globe. Now in its fourth year, "FRIEZE SEOUL" will feature 120 galleries from over 30 countries, with 23 galleries participating from Japan.

The "BE@RBRICK in MCM Wonderland" exhibition, held concurrently at MCM HAUS, is curated by Tatsuhiko Akashi, President and CEO of MEDICOM TOY, and will showcase works by Nobuki Hizume, Ken Yashiki, and the long-established traditional craftsman Yushichi Uehara of Inden-ya. This marks MCM's first exhibition dedicated to BE@RBRICK, symbolizing the brand's commitment to cultural innovation.

The exhibition will be open to the public from Wednesday, September 3, to Tuesday, September 30, 2025. Visitors can experience the space where art, design, and street culture intersect, free of charge, within MCM HAUS transformed into a fantastical world.

At the entrance, visitors are greeted by a display featuring avant-garde hats created by Nobuki Hizume, a master milliner who has perfected the art of haute couture hat making, adorning BE@RBRICK figures. At the heart of the installation stands a red BE@RBRICK, surrounded by BE@RBRICKs wearing hats in white, black, red, transparent, and glow-in-the-dark variations.

Nobuki Hizume
Based in Paris, Hizume is a celebrated hat maker who has built an international career through collaborations with renowned fashion houses. In 2019, he became the first Japanese artisan to receive the "Meilleur Ouvrier de France" (Best Craftsman of France) award in the millinery category.

On the third floor, a BE@RBRICK figure is displayed, based on Ken Yashiki's artwork "PAUSE-Usa Usa" (2016). Yashiki is an artist who reinterprets the "Kimekomi" technique, creating works using vintage clothing. By incorporating fabrics from his own daughter's worn garments, he crafts pieces that explore the intersection of memory, time, and identity, presented amidst floral motifs reminiscent of the cosmos to reflect the trajectory of existence.

Ken Yashiki
An artist who reinterprets the "Kimekomi" technique and creates artworks using vintage clothing. Yashiki has exhibited widely both domestically and internationally, including at UNIQLO TOKYO, Shinjuku Isetan, and Wacoal Study Hall Kyoto in 2021.

On the fifth floor, Yushichi Uehara of Inden-ya reinterprets BE@RBRICK using "Koshu Inden," a traditional technique of applying lacquer patterns to deerskin, passed down for over 400 years in Japan. By combining this with MCM's monogram, the pieces fuse warmth, texture, and cultural heritage into a contemporary aesthetic, exuding a new charm.

INDEN-YA Co., Ltd. Yushichi Uehara
Inden, cherished by the townspeople of Edo who favored sophistication, flourished in Koshu. The Koshu Inden technique, characterized by its use of deerskin and lacquer, was created by the distant ancestor of Inden-ya, Yushichi Uehara, and has been passed down as a family secret from master to disciple, evolving with the times.

Dirk Schönberger, MCM's Chief Brand Officer, commented, "This is not just an exhibition; it's a 'dialogue.' We are presenting a new visual language where collectible art, luxury, imagination, and the essence of identity converge. We are proud to partner with Frieze again this year and are delighted to share this cultural celebration with a global audience." Through this exhibition, MCM continues its dialogue between contemporary art and culture, embodying its commitment to next-generation luxury and experiential design.

Visitors can purchase a special, venue-exclusive capsule collection.
The collection includes a 100% & 400% BE@RBRICK set featuring Ken Yashiki's "PAUSE-Usa Usa" rendered in a full water-transfer print, a handmade 400% BE@RBRICK by Inden-ya artisans, and a 400% BE@RBRICK with an MCM logo crafted by the renowned furniture maker Karimoku.
Additionally, the collection features specially designed limited-edition MCM print T-shirts, nylon shoulder bags, and playful BE@RBRICK charms.

Blurring the lines between collectibility and fashion, this offers a unique shopping experience where visitors can take home a piece of the "Wonderland." Those visiting Seoul during the exhibition period are encouraged to visit Cheongdam-dong and immerse themselves in MCM's Wonderland!

MCM X BE@RBRICK ken yashiki 100% & 400% Set
Size | Approx. 70mm / 280mm each
Price | ¥33,000 (incl. tax)

MCM X BE@RBRICK INDEN-YA 400%
Size | Approx. 280mm tall
Price | ¥462,000 (incl. tax)

MCM X BE@RBRICK Karimoku 400%
Size | Approx. 280mm tall
Price | ¥220,000 (incl. tax)

BE@RBRICK in MCM Wonderland
Venue | MCM HAUS (412 Apgujeong-ro, Cheongdam-dong, Gangnam-gu, Seoul)
Dates | September 3–30, 2025 (Open to the public)
Opening Hours | 11:00–20:00
Admission | Free