MCM has opened a new flagship store at the Hang Lung Plaza
shopping mall in Jinan, the capital of Shandong Province, eastern China. It
marks the German luxury brand’s first store in Shandong Province.
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| MCM's new Jinan store focuses on the Age of Travel |
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| Hang Lung Plaza shopping mall in Jinan |
The high-rise retail plaza is located in the heart of
Jinan’s prime commercial district. The shape of the landmark building is organic, mimicking the undulation of cascading water against the city's natural
spring backdrop and beautiful landscape.
The 300sq m flagship features a "crisp and formal" use of
space in an open and bright environment providing a self-discovery oriented
shopping experience, MCM said. The idea is to invite visitors to explore the collection
and create their own MCM journey.
Store highlights include the theatrical Cognac Visetos displays that celebrate MCM's German heritage and the brand’s spirit of travel and mobility.
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| This interior wall highlights MCM's signature brass plates |
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| MCM's Cognac Visetos backpacks and sneakers |
The centrepiece of the displays is a reproduction of the
Brandenburg Gate fitted with a media screen. Next to it is a classic car,
reminiscent of the Golden Age of Shanghai - and another homage to the Age of
Travel (the 1900s) when cars became available to the masses.
MCM’s Autumn/Winter 2014 Digital Soldier campaign is
prominently displayed on a dramatic media wall beaming out images and videos.
