SEOUL - TOILETPAPER STUDIO: Via Balzaretti n°4 Milano – A World of Surreal Creativity

Bringing TOILETPAPER to Seoul

The "TOILETPAPER: The Studio" exhibition in Seoul allowed visitors to immerse themselves in the surreal and provocative universe of TOILETPAPER. The space at STORAGE by Hyundai Card was transformed into the iconic Milan headquarters of the creative duo, Maurizio Cattelan and Pierpaolo Ferrari. The installation included surreal elements such as armchairs blooming with roses that blinked, tables covered with wiggling snakes, and walls adorned with giant red lips screaming “SHIT.” These absurdities challenged perceptions of reality and blurred the boundaries between art, design, and everyday life.

As the Project Manager for this exhibition, I was responsible for coordinating the project from concept to execution. My role involved overseeing the design, logistics, and installation to ensure every detail was meticulously planned. I worked closely with the TOILETPAPER team, who led the creative direction, and MMBP & Associates, who were instrumental in identifying commercial opportunities and managing legal, production, and licensing aspects, as well as consulting on marketing and PR. The collaboration between all parties played a crucial role in bringing this immersive experience to life, generating significant media attention and engaging both art and design audiences.

Why It Matters

TOILETPAPER has always been a groundbreaking force in the art world, transcending traditional boundaries and influencing not only art but also design, fashion, and everyday objects. This exhibition in Seoul was a unique opportunity for visitors to experience TOILETPAPER’s creativity beyond the pages of its magazine. By immersing audiences in a world where imagination knows no limits, the exhibition challenged the conventional notions of art and design, creating an unforgettable experience that will resonate long after the exhibition ended.

All visual content and artworks are copyrighted by TOILETPAPER. This project was executed under TOILETPAPER’s creative direction. All content, images, and trademarks are protected by copyright and may not be reproduced without TOILETPAPER’s permission.