STORIES TAILORING VARTEKS
One hundred years of Varteks conveyed through 14 appealing stories
We shaped the exhibition using the materials and the stories that Varteks used to build itself over the course of more than 100 years of its existence. The physical design elements of the exhibition are represented by textiles that create zones, and each zone is a story which gives shape to what we remember best about Varteks and brings an insight into the future of this fashion house. Each story captures the visitor for a few minutes, and it immerses them into a moment from the history of Varteks, be it when the company was concluding global collaborations or when it was building its brand through striking posters and advertisements.
The reflection on a hundred-year history is not displayed here in a chronological sequence but rather as a collection of moments and feelings, images and objects that we associate with specific periods in the life of Varteks. Visitors take with them from the exhibition a story that connects them the most to Varteks, such as the unwavering strength of its female workers, the timeless design of Žuži Jelinek’s suit jackets, the rhythm and sound of the production process machines, or the coats that visitors can try on and walk down the Varteks’s runway.
The stories tailoring Varteks are never-ending, they continue to emerge with the new collection that opens and closes this exhibition and tells a story about contemporary quality, witnessing the future that awaits this fashion brand.
Creative Concept, Exhibition Design and Visual Identity
Damjan Geber (Creative Director)
Kristina Volf (Art Director)
Marina Brletić (Exhibition Designer)
Marija Lukić (Project Manager)
Matej Grgić (Photographer)
Museum of Arts and Crafts Zagreb and Varaždin City Museum