“Much like MCM itself, Berlin represents the central point
between East and West, where diverse people and revolutionary ideas unite in a
clash of civilisations, creating the new and next,” said MCM.
 |
| Work in progress: A preview of the upcoming Koenig Souvenir x MCM collaboration |
Bold and cutting-edge
Over the course of two days, MCM immersed international
media and influencers into this community. First stop: Berlin's eclectic, international
music scene, which came to life at The Store at Soho House Berlin with an
opening party deejayed by high-profile performers.
First on deck was South Korean DJ and producer Peggy Gou,
followed by Berlin's own music trio FJAAK, described as the first techno boy
band in the universe. Austrian-born painter, musician and performance artist
Egon Elliut closed out the night.
The evening also launched a music collaboration with FJAAK
that explores the connection between MCM, music and travel. On display was a
newly designed custom USB pouch loaded with a 20-minute, travel-inspired mix
exclusively produced for MCM by FJAAK.
On night two, MCM took guests to the centre of Berlin's art
community with a dinner at the König Galerie showcasing a collection of limited
MCM editions curated by König Souvenir, an art label for unique products
crafted in collaboration with the gallery.
Guests included well-known artists as well as key players
from Berlin's cultural landscape. MCM offered an exclusive preview of the König
Souvenir x MCM collaboration, which will launch at Art Basel Miami Beach in
December 2017.
 |
| DJs Peggy Gou and FJAAK |
“We want to create ‘opinion wear' – accessories, clothing
and other daily objects that make a statement, that express views of the world
as bold and cutting-edge as great works of art do," said David Mallon,
Founder & Partner of König Souvenir.
MCM's Chief Visionary Officer Sung-Joo Kim said:
"Berlin is a city with a monumental history, yet it is perpetually
renewing itself in a ceaseless quest for freedom and expression. At MCM, we
find great inspiration in the rebirth of Berlin and its creative
communities, where art, fashion, and entertainment meld and the underground
converges with the mainstream. This is Berlin now."
