MUNICH — Leather goods brand MCM inaugurated a new global retail concept with the opening of its second German flagship here on Thursday.
The 1,800-square-foot space on the city’s buzzing luxury mile Maximilianstrasse is the first in a series of stores planned as part of the company’s ambitious global expansion.
Designed by Berlin-based architects Gonzalez Haase AAS, which is known for specialty retail and exhibition projects for clients like Andreas Murkudis’ concept store, Milan’s Artifact space, Tem-plate in Lisboa, as well as Balenciaga’s new global stores under Demna Gvasalia’s creative direction, among others, the new concept plays into MCM’s vision of a “new school of luxury.”
The store’s interior is a contemporary reinterpretation of the Korean-owned German brand’s Seventies heritage, picking up on the forms of MCM’s classic round and rectangular bags with velvet furniture, bright blue carpets, and neon lighting and steel chain accents. Besides the classic Visetos-monogrammed accessories collection, the store carries the full fall 2019 capsule ready-to-wear collection.
Dirk Schönberger, who joined MCM as creative director after eight years at the helm of Adidas, kicked off his tenure with stand-alone experimental spaces in Berlin, Los Angeles and Tokyo earlier this year. The Munich space is the first of a global retail concept that will be realized entirely by Gonzalez Haase AAS, and serve as “identification grounds” for customers, as Schönberger said.
Targeting prominent high-street locations in international cities, the stores will add to the network of more than 500 points of sale in more than 40 countries. Each store will have a unique design component, carrying independently selected pieces from the global collections, mixed with local editions. The next store is slated to open in Vienna, Austria, in 2020.
The capsule fall 2019 collection campaign, featuring musicians Billie Eilish and Childish Major and reflecting Generation Z’s spirit, was the accessories company’s first venture into rtw and a glimpse into Schönberger’s vision of heritage and contemporary youth culture. Images of the first full rtw collection for spring 2020 will be released in early October.