The Finnish textile, home furnishing and fashion brand Marimekko has opened an immersive exhibition at Beijing’s C5 Art in Sanlitun. The exhibition, titled ‘Marimekko 10 years in China – decade of vibrant prints and colors’, is being held between the 13th and 26th of October.
The ceiling of the main gallery is draped in classic Marimekko print. Prints, textile and garments from the brand archive are on display. An installation sees blank canvas dresses projected with various Marimekko patterns.
An outdoor courtyard and an indoor hallway are covered in Marimekko patterns, providing immersive experiences and photo spots. A pop-up shop is also incorporated into the exhibition, with garments, accessories and homeware available for purchase.
The C5 Art space is also known for its café. The C5 Café is also decorated in classic Unikko floral design from Marimekko. Two exclusive drinks are served for the exhibition, a passion fruit iced jasmine tea and a honey osmanthus latte.
The Marimekko WeChat mini program is revamped to accompany the anniversary exhibition. The mini program provides information on each of the classic prints, from designer Maija Isola’s (1927 – 2001) classic 1950s and 1960s patterns, including the Unikko (1964), to the latest 2023 designs. At the end of the mini program, users can get a random wallpaper for their smartphone and enter a prize draw, prizes include limited edition prints and tote bags from the brand.
In recent years, there has been a trend of brand exhibitions in China, either physical or virtual, from both luxury and high-street brands. Exhibitions are a great way to not only provide topics and raise brand awareness, but also communicate brand values to consumers.