MCM Turns BE@RBRICK Into High Art At Frieze Week

MCM is going full Wonderland for Frieze Week 2025. The luxury house is transforming its Seoul flagship, MCM Haus, into an immersive playground where collectible culture, millinery couture, and Japanese craftsmanship meet the glossy world of street fashion. The show, curated by Medicom Toy’s Tatsuhiko Akashi, taps three collaborators — Nobuki Hizume, ken yashiki, and INDEN-YA — each bending the BE@RBRICK form into something surreal, deeply personal, and undeniably luxe. Opening September 3, the exhibition is free to the public and runs through the end of the month.

It’s not just about display. The event doubles as MCM’s first dedicated BE@RBRICK experience, a declaration that these toy-turned-sculptures now sit in the same conversation as wearable art. As Chief Brand Officer Dirk Schönberger frames it, the exhibition is “a dialogue” between collectability, identity, and luxury imagination.

Fantasy Rooms and Collector Gems

The journey unfolds floor by floor. At the entrance, Hizume crowns BE@RBRICKs with avant-garde headpieces, giving a surreal sense of silhouette and identity. On the third floor, yashiki brings back his 2016 piece PAUSE-Usa Usa, incorporating garments once worn by his daughters, set against a cosmos flower field. The fifth floor shifts to heritage craftsmanship, with INDEN-YA reimagining the toy in deerskin lacquered with MCM’s Visetos monogram — a tactile collision of tradition and street.

The pièce de résistance: three limited-edition BE@RBRICKs available for purchase. A ken yashiki 100% and 400% water-transfer set, INDEN-YA’s handmade deerskin edition, and a Karimoku-crafted wooden BE@RBRICK stamped with MCM’s logo. Alongside them, guests can score exclusive tees, nylon shoulder bags, and collectible charms. It’s part exhibition, part retail theater, blurring the line between art and product.

This is MCM leaning all the way into experiential luxury, where you don’t just see culture — you take a piece of it home. The show runs September 3 to 30 at MCM Haus in Seoul.