Chanel brings exhibition on Coco to Seoul
Chanel presents an exhibition on its founder, Gabrielle “Coco” Chanel, at the Dongdaemun Design Plaza until Oct. 5. Chanel’s clothing, as well as artwork and other items that inspired the designer, are on display at the venue. Provided by Chanel
While they may be correct, shopping at a Chanel boutique - after the exhibition or in the future - was the last thing on my mind while being entertained by the more than 500 items on display for “Culture Chanel - The Sense of Places” at Dongdaemun Design Plaza in central Seoul.
The exhibition is not simply about showing the clothing and the accessory maker’s past designs; it’s more about where Gabrielle “Coco” Chanel (1883-1971), the founder of one of the most luxurious and prestigious fashion houses in the world, found her inspirations.
Differing from past shows the creative house has organized in Moscow, Paris, Beijing, Shanghai and Guangzhou since 2007, this exhibition focuses on landmarks that influenced the label’s founder and uses them to take viewers on a journey through her life.
The sliding door to the exhibition opens to reveal a dark hall with tall lights overlooking glass tables filled with items modeled on the places that inspired Chanel.
One example is an orphanage the designer was put into at 12 years old. It was situated next to the Abbey of Aubazine, which is speculated to have inspired the designer to come up with the “double C” logo from the patterns on its stained-glass windows.
Another model on show is Chanel’s friend Etienne Balsan’s Chateau de Royallieu, where the designer spent some time. She began to envision making comfortable clothing for women after watching them struggle to enjoy themselves at the estate in the constraining outfits of the time.
And just like Chanel liberated women with her elegant yet comfortable designs, as a visitor I felt motivated to challenge myself and spark change after learning about the designer’s life.
The exhibition also showcases how the groundbreaking designer interacted with some of the most popular artists of her time and allows visitors to relive many great historical and cultural events, including the 1900 World’s Fair in Paris - an expo that put the city on the map of cultural importance.
The Seoul show displays various artifacts, including Chanel’s childhood photos; a painting she received from Salvador Dali as a gift; her clothing sketches; and some fashion items such as jackets, dresses, perfumes and jewelry.
Being educated on the popular culture, trends and artwork surrounding the designer and on how fashion influenced social development in the early 1900s was also a thought-provoking experience.
The downside to the show, however, is that it can be difficult to follow unless visitors come prepared. Reading about Chanel’s life and the items on display will give you more appreciation for the photos, old documents and jewelry, but the display hall lacks the usual information boxes next to display items.
The fashion house does hand out a booklet that lists the pieces available to view, but giving yourself time to read it before you go into the exhibition is recommended.
Tech-savvy people can also enjoy the display by using their smartphone. Some of the exhibits include a QR code people can scan with their phones and will automatically pull up detailed audio and written information about the pieces. Depending on your phone’s settings, the guide comes in four different languages: Korean, English, French and Chinese.
Towards the end of the exhibition, Chanel has curated a rundown of its perfume commercials shot between the late 1900s to this year. Videos created by big-name directors such as Luc Besson and Ridley Scott and featuring top celebrities including Nicole Kidman and Keira Knightley, are on display.
Seating areas are available to rest your legs before leaving the exhibition, which may take up to an hour. I followed most of the QR code explanations and spent almost 90 minutes inside the exhibition that occupies two separate halls.
At the end of the exhibition, a large space next to the screening room is filled with books on the label or the inspiration behind the creative products it has introduced so far.
Here, you can find out more about the fashion house’s previous collections in large photo books. Seating areas are equipped with individual lighting for a better reading experience so that visitors can further indulge in any curiosities they may have about the brand or its founder.
BY LEE SUN-MIN [summerlee@joongang.co.kr]
The exhibition “Culture Chanel - The Sense of Places” lasts until Oct. 5 at Dongdaemun Design Plaza in Jung District, central Seoul.
Opening hours are from 10 a.m. to 6 p.m. every day and admission is free. To get to the venue, go to Dongdaemun History and Culture Park station, subway lines No. 2, 4 or 5, exit No. 1. For more information, go to culture-chanel.com.
with the Korea JoongAng Daily
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