Fresh from celebrating the launch of its Autumn/Winter 2013
collection at Art Basel
Miami Beach, German heritage brand MCM opened a new cultural concept store
combining art and fashion this month in the Gangnam district of Seoul.
The 854 sq ft, three-storey shop, called M:AZIT, is located on the trendy
street of Garosugil - Asia’s answer to New York’s SoHo district - where retail
rents jumped more than 40% in 2012 thanks to the high demand for space.
M:AZIT is short for two words – M for MCM and Azit meaning
an informal artistic salon. The gallery-like space offers luxury accessories,
including collections exclusive to M:AZIT, and a display of Korean and
international art.
On the first floor shoppers can buy MCM products and
fashion; on the second floor the brand heritage is displayed and international
art is curated; and on the third floor is an interior-designed space for relaxing.
An outside terrace on the first floor features a special photo zone for sharing
pictures. The visual merchandising is outstanding (see pictures below).
To celebrate the store opening on December 12, a number of Lucky Bag promotional activities centred on the number 12. Products ranging from $570
to $1,900 were sold at random for $114 (120,000 Korean Won), attracting thousands of eager shoppers. On the opening
day, 120 bags were sold from 12pm. From December 13 to December 24 12 bags will be sold in this way.
On the opening day, an auction took place where products
signed by K-Pop stars and celebrities were sold. All the auction proceeds went to the charity
organisation ‘Compassion’ which helps children in need.
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| MCM's new M:AZIT store in the Gangnam district of Seoul |
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| Glorifiers and tables are used to display products |
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| Korean and international art lines the walls |
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| The second floor showcases fashion and art |
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| Snowboarder mannequins show off MCM's Beyond Snowdome winter collection |
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| Toys in MCM's signature Visetos material add a humorous element |
