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September 16, 2025
Currently Held at MCM HAUS (Seoul, South Korea)! Report on "BE@RBRICK in MCM Wonderland" | MEDICOM TOY
MEDICOM TOY
Japanese Artists Exhibit BE@RBRICK Works, From Traditional to Contemporary
On September 2, 2025, a reception for "BE@RBRICK in MCM Wonderland" was held at MCM HAUS, MCM's flagship store in Seoul, South Korea.
This event commemorates the MCM × MEDICOM TOY exhibition, timed to coincide with the global art fair "FRIEZE SEOUL 2025" (September 3-6, 2025). Here, we report on the party held the day before the public opening.
This event commemorates the MCM × MEDICOM TOY exhibition, timed to coincide with the global art fair "FRIEZE SEOUL 2025" (September 3-6, 2025). Here, we report on the party held the day before the public opening.
Text by TOMIYAMA Eizaburo | Photographs by MAEDA Kazuki
Reception Party Buzzing with Celebrities and Artist Comments
In the Gangnam district, an area frequented by celebrities, where luxury car brands line the streets against a backdrop of modern skyscrapers, stands the MCM HAUS flagship store, exuding a distinct presence.
Gazing up at the sky before the modern architecture, a giant BE@RBRICK greets visitors. The window-like signage displays video introductions of the participating artists.
At "BE@RBRICK in MCM Wonderland," three Japanese artists are exhibiting their work: Nobuki Hizume, a hat and headpiece designer based in Paris; Ken Tanishiki, a contemporary pop artist from Japan; and Inden-ya Uehara Yushichi, a company that carries on the traditional Koshu Inden technique of applying lacquer to deerskin.
MCM Communicates Cultural Stories Beyond Fashion
"MCM's brand DNA encompasses fashion, music, and art. We aim to offer our customers not just clothing, but also the cultural stories and rich experiences that lie behind them. It was with this sentiment that we asked President Akashi of MEDICOM TOY to curate this exhibition."
Hae-ri Kim, President of MCM JAPAN, who proposed this exhibition concept to the headquarters.
"He possesses a remarkable ability to select the most suitable pieces based on a concept, drawing from his diverse perspectives and extensive experience. Furthermore, I believe BE@RBRICK is not merely a toy, but a collectible art toy and an artistic representation of contemporary pop culture."
"Culture transcends generations. We hope that people of all ages, from parents and children to grandparents and grandchildren, can enjoy this exhibition."
These were the words of Hae-ri Kim, President of MCM JAPAN.
This Piece Was a Challenge for Me (Nobuki Hizume)
During the "BE@RBRICK in MCM Wonderland" exhibition, the first-floor show window is adorned with works by hat and headpiece designer Nobuki Hizume. Red and white 1000% BE@RBRICK figures are displayed alongside Hizume's hats. The art pieces created for this exhibition are based on his work "Olympia Red."
"This was a challenge for me. It was difficult to harmonize the hats, which already existed as artworks, with the BE@RBRICK. Through this trial and error, I realized that the BE@RBRICK's body is long relative to its head. While not perfectly balanced, I discovered that this slight imbalance creates universality."
Nobuki Hizume, Hat and Headpiece Designer
"Furthermore, seeing the BE@RBRICK figures in their disassembled state felt like witnessing the origin of mass production. I aspire to create unique works with high creativity, but at the same time, I want them to possess the universality of mass-produced items. BE@RBRICK perfectly embodies this, and I hope to create hats that achieve the same."(Nobuki Hizume)
On the first floor, BE@RBRICK figures were placed throughout the space as interior decor. Limited edition MCM print T-shirts, shoulder bags, and charms specially designed for this exhibition were also available for purchase.
A small room featured a space where BE@RBRICK figures were suspended, surrounded by mirrors on all four sides, creating an immersive and captivating experience for visitors.
I Am Grateful for This Wonderful Opportunity (Ken Tanishiki)
The third floor showcases the work of contemporary pop artist Ken Tanishiki. BE@RBRICK figures, inspired by his "PAUSE / Usausa" motif, are displayed in a space resembling a fantastical realm filled with blooming flowers. MCM logo signage hangs from the ceiling.
His work incorporates the "Kimekomi" technique, traditionally used for Japanese doll costumes. The "PAUSE / Usausa" piece is unique in its use of clothing worn by his daughter.
"The BE@RBRICK for this exhibition also uses the Kimekomi technique, and the process is largely the same. My works are durable enough to last for hundreds of years, but they are not designed to be touched or moved like BE@RBRICK. Therefore, I used a harder and heavier support than usual. It took an incredibly long time (laughs)."
Ken Tanishiki, Contemporary Pop Artist
"The original work used clothes my daughter wore between the ages of 0 and 2, but for this piece, I used clothes she wore between 2 and 12 years old. The logo signage also incorporates fabric scraps from MCM's factory. I hope this work embodies the communication between MCM and its customers, their impressions, and their relationship."
"I am also grateful for this opportunity. The space created by everyone is wonderful, and I really like it."
I Felt a Strong Interest in Japan's Traditional Techniques (Inden-ya Uehara Yushichi)
On the fifth floor, works from Inden-ya Uehara Yushichi, boasting 400 years of tradition, were exhibited.
"We usually make bags and other items, but this was a new challenge with BE@RBRICK. It truly represents tradition and innovation, and this space was designed with that concept in mind. This upholstery technique is not something we typically do; we commissioned Mr. Koizumi (IVXLCDM® Leather Craftsman, Yutaro Koizumi) who works with leather. His skill is astonishing."
Izao Uehara, Managing Director of Inden-ya Uehara Yushichi
These were the words of Izao Uehara, the company's managing director. We asked Mr. Koizumi to explain the technical challenges.
"If you pull the lacquered deerskin, the logo can distort, so it must be applied tightly without stretching. Also, because it's leather, the thickness is uneven, leading to wrinkles or puckering. Therefore, we prepared many mock-ups beforehand and completed the piece after about a year of repeated trials."
A demonstration of the upholstery technique using a 400% BE@RBRICK was also held at the venue.
We asked Managing Director Uehara for his impressions of the exhibition.
"I am grateful for the opportunity to present Inden, a traditional craft, to a younger audience and to those who were previously unaware of it. People are looking at it with great interest. I feel that not only our company but also Japan's traditional industries have potential in South Korea."
A DJ party was held on the rooftop, where a giant BE@RBRICK welcomed guests upon arrival. The reception party was a great success, with all floors filled with enthusiastic attendees. Many K-pop artists and influencers also attended, and a large crowd of fans gathered at the entrance hoping to catch a glimpse of them.
It Turned Out Even Better Than We Imagined (MEDICOM TOY's Tatsuhiko Akashi)
Finally, we spoke with Tatsuhiko Akashi, President and CEO of MEDICOM TOY, who served as curator.
"MCM approached us with an offer to collaborate with artists who embody the essence of Japan, and we selected the artists accordingly. While there were aspects we were unsure about initially, I believe it turned out even better than we imagined."
Tatsuhiko Akashi, President and CEO of MEDICOM TOY
"I've had many opportunities to visit Korea since I was young, and I feel that the culture and sensibility there are constantly becoming more refined. Amidst this, I pondered what kind of presentation Japan could offer to the Korean people, but I am confident that the three artists I chose were the right decision."
These Japanese artists are shining in South Korea, an accessible and popular travel destination from Japan. If you have the chance to visit Seoul before September 30, 2025, be sure to stop by MCM HAUS. You're sure to discover something new.
BE@RBRICK in MCM Wonderland
Venue: MCM HAUS (412 Apgujeong-ro, Cheongdam-dong, Gangnam-gu, Seoul)
Dates: September 3 - 30, 2025 (Public Opening)
Hours: 11:00 - 20:00
Admission: Free
Venue: MCM HAUS (412 Apgujeong-ro, Cheongdam-dong, Gangnam-gu, Seoul)
Dates: September 3 - 30, 2025 (Public Opening)
Hours: 11:00 - 20:00
Admission: Free
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