MCM has debuted the Year of the Monkey in its stores with gilded,
theatrical installations that highlight the German luxury brand’s 2016 Monkey collection. The dramatic store displays feature an asymmetrical
facade, with a curvilinear aesthetic that invites movement. The installations also incorporate
a playful treetop silhouette, reminiscent of faraway rain forests and distant
tropics.
Monkeys in full swing
In Shanghai, the sumptuously ornate façade of MCM’s Grand
Gateway Boutique introduces four playful monkeys within a gilded case,
showcasing MCM’s Milla totes. From curved palms to the brand’s signature Cognac-coloured
cases, the brand’s iAPM flagship in the Chinese city has a scenic interior
display, featuring four playful monkeys in full swing. Meanwhile, in Beijing, the Shin Kong Place flagship boasts a
colourful veneer, complete with mirrored palms connected by vine-like ropes.
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| MCM's Grand Gateway Boutique in Shanghai |
Theatrical corridor
In Hong Kong, behind a brass-plate facade, MCM’s
rotunda-like entrance to its Entertainment Building store conceals a series of
flipping monkeys, welcoming visitors into the theatrical corridor with a series
of red and black Milla crossbody bags and a duet of totes from the same line.
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| The entrance to MCM's store in Hong Kong's Entertainment Building |
Electrifying neon-lit display
In Seoul, the hot fashion city of the moment, MCM’s huge Space flagship presents sweeping views of the Chinese New Year collection,
presenting a series of standout styles from the Claudia Studs and Monkey
Visetos collections. The Kunsthalle flagship, also in the South Korean capital, features
an electrifying neon-lit display that celebrates the Year of the Monkey with
vivid hues and animated elevations.
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| MCM's Space flagship in Seoul |
