MCM has opened its new Lab store in Seoul, described as “a science-fiction
meets high-fashion concept store” in the heart of the Korean capital. The new opening
follows the success of the German luxury brand’s other concept stores in the
South Korean capital - the art-filled M:AZIT and space-themed MCM SPACE. The
new "Shoppertainment" flagship store, located at the City Airport
Logis & Travel Plaza Mall in the Gangnam district of Seoul, is designed as a luxury
laboratory crossed with a high-tech factory.
 |
| The new MCM Lab concept store in Seoul |
For the grand opening event, MCM went into full party mode,
greeting 3,000 visitors, including superstar band Exo, singer and actress Sung
Yu Ri, singer Sistar, rapper Jay Park and model Bak Hyeon Seop. They were
joined by many members of the fashion press, models and celebrities. MCM staff
wore white MCM-branded lab coats – surely the most glamorous lab coats ever, as
the guests enjoyed an evening of shopping, socialising and entertainment.
 |
| Staff wearing lab coats |
At the event, entertainment stations were dotted around the
store, offering fun activities for the guests. They included a calligraphy
booth, manned by two dapper scientists in white lab coats, helping the guests
with their festive card writing skills. DJs played all night, while a digital
photo booth allowed the guests to take home fond memories.
 |
| Pop group Exo attend the grand opening |
Models roamed around the new space showcasing the Spring/Summer
2015 “Game on! Diamondland!” ready-to-wear collection. Multi-coloured sweets
and other candy treats were offered on science-inspired trolleys.
 |
| Models sporting the Spring/Summer 15 collection |
