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| MCM's new retail concept makes its debut in Munich |
Global Creative Officer Dirk Schoenberger masterminded the new visual identity with the renowned architecture studio Gonzalez Haase AAS. The architects looked back to the decade of MCM’s origins, the 70s, translating the ethos of the brand into a modern design language, while keeping the interplay between light and architecture at the forefront of their designs.
“Our design relates to the 70s origins of MCM with the strong connection the brand had to the music scene,” said Gonzalez Haase AAS. “The usage of primary geometric shapes for goods became the formal basic language for the new spaces. The space tries to break from the straight forms and colours used in the luxury industry.”
Classic MCM bag shapes such as round, square, rectangle and triangle are reflected throughout the store. The architecture studio mixed the geometric forms with luxe materials and MCM’s signature colours.
“The new design concept embodies the energy and attitude of MCM perfectly by playing with its strong heritage as well as influences of art, culture and music, offering a modern showcase for our products as well as a contemporary setting for our customers,” said Schoenberger.
Spanning 168sq m, the new flagship store is located in the luxury shopping street Maximilianstraße. The store carries all available MCM AW19 product lines, including the 2020 Chinese New Year collection.
