MCM has opened a new store in Berlin’s hip Mitte district,
located in the centre of the German city along the Spree River. The boutique, situated on Rosenthaler Strasse, borders on Charlottenburg-Wilmersdorf in the west,
Reinickendorf in the north, Pankow in the east, Friedrichshain-Kreuzberg in the
southeast and Tempelhof-Schoneberg in the southwest.
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| The new MCM store in Berlin's Mitte district features Stefan Strumbel windows |
The new concept store has a different look from the German luxury brand’s other boutiques. The MCM logo has been given a pink neon graffiti-style makeover, while the windows have adopted the Heimat look, inspired by the brand’s recent collaboration with Stefan Strumbel, the internationally-acclaimed German graffiti and pop-artist. Pieces from the collection offer a fresh and arty take on MCM's signature Visetos pattern, while Strumbel's trademark cuckoo clock graffiti motif is a nod to the brand’s German roots.
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| Specially made mirrors inside the store |
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| MCM experiments with new product display techniques |
Inside the store, the decor features golden wood and black
metal, with a slightly retro-futuristic theme. Even the mirrors have been
specially constructed, to make the MCM experience an immersive one. On the
display tables, made from solid wood and metal, is a curated ready-to-wear edit
as well as small leather goods. Along the walls, luxe-industrial shelving hosts
an array of backpacks, weekenders and briefcases in MCM’s most popular styles. Another
table display has been taken over by a giant MCM rabbit and items from the
Stefan Strumbel collaboration.
See more pictures of MCM's Berlin Mitte boutique below:
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| A giant MCM rabbit sits on a table |
