 |
Landmark building: A panoramic view of the MCM HAUS boutique/office space in Seoul’s Cheongdam-Dong shopping district, featuring two different facades. The left side is covered in square, stainless steel panels inspired by the brand’s signature brass plates, while the right hand side features the colourful artwork of British artist Richard Woods |
GERMANY/SOUTH KOREA. Luxury German brand MCM has opened its flagship store in South Korea’s high-fashion district featuring a striking exterior that is set to become a landmark building in Seoul, one of Asia’s fastest-growing design capitals.
MCM HAUS, located on the prestigious shopping street Cheongdam-Dong, is arranged over six floors, incorporating a two-storey boutique, a restaurant, offices and a Sky Lounge roof terrace. The 273sq m boutique carries the full range of MCM handbags, accessories, luggage and ready-to-wear.
Inspired by the innovative spirit of Bauhaus, MCM HAUS has two different facades. To emphasise MCM’s identity, one side of the building is covered in square, stainless steel panels inspired by the individually numbered brass plates which are placed on each MCM product. The other side of MCM HAUS features the colourful artwork of the contemporary UK artist, Richard Woods. This multi-coloured facade is designed to project the brand’s brightness, energy and dynamism.
 |
Ribbon-cutting ceremony. From right to left, Sungjoo Group CEO Moon-Ho Song, Daesung.com Vice Chairman Young-Joo Kim, German Ambassador’s wife Dr Annabel Von Arnim-Baas, Sarang Church Pastor Jung-Hyun Oh, model Coco Rocha, Sungjoo Group Chairperson Sung-Joo Kim and Daesung Global Energy Network Chairperson Young-Hoon Kim |
The opening of MCM HAUS also saw the unveiling of MCM’s new Gold line, a prestige collection of evening jewellery clutches, travel desks, briefcases and hard luggage, which are all made by German and Italian craftsmen using the highest-quality materials such as alligator and python. The Gold line is produced in limited amounts, only by special order, and is available at MCM HAUS in Seoul, and the brand’s flagship stores in Germany, the UK, the US and China.
Top model Coco Rocha was one of the many VIPs who celebrated the opening, which represents the latest phase in the revival of the brand by its new owner, the Korean businesswoman Sung-Joo Kim. Well-known Korean actresses Hye-Soo Kim and Da-Hae Lee appeared alongside the famous Korean singer Sean.
In addition to The Moodie Report, other party guests included the German ambassador to South Korea, who paid tribute to Sung-Joo Kim’s humanitarian work, saying he was “proud and delighted” that the MCM brand was safe in Korean hands.
To mark the MCM HAUS launch event on 31 March, MCM collaborated with BMW to create a customised car interior using the brand’s Cognac Visetos logo print. In addition, MCM’s German artisans were present to show the process of making MCM bags.
In addition, a large delegation of buyers from Korea’s top department stores Lotte, Shinsegae and Hyundai also toured the new boutique, which features a stairway boasting an impressive MCM brass plaque installation as well as a VIP room filled with antique, palace-style furniture.
VIEW THE MCM HAUS PICTURE SLIDESHOW BELOW
Sung-Joo Kim charts MCM’s progress
Speaking to hundreds of guests gathered at the ribbon-cutting ceremony, MCM Chairperson Sung-Joo Kim spoke of how the company had progressed since she acquired the German brand four years ago. “It is a significant achievement to open in [the upscale shopping district] Cheongdam-Dong,” said Mrs Kim. “Over the past four years we have gained a presence in more than 30 countries, with 100 directly operated stores and 200 distribution points.”
 |  |
Top model Coco Rocha pictured with Sungjoo Group Chairperson Sung-Joo Kim (left) and CEO Moon-Ho Song (right) | |
Mrs Kim, a scion of the billionaire family that also runs the Daesung corporation, went on to list what she described as the “three distinct spirits” of MCM – the first being the company’s leadership by a female CEO, which is highly unusual in Asia. “First, the Sungjoo Group was a small company started in Asia and run by a female CEO, and it is a significant achievement to have taken over a luxury brand from Germany,” she said. “Today, we employ 500 people and, with your help, we hope to achieve a turnover of US$200 million this year.”
Referring to the brand’s German roots and forward-thinking attitude, Mrs Kim continued: “Our second distinct spirit is that instead of labelling MCM as a luxury brand only for rich people, we want to combine fashion with technology to become a leading brand for modern women and men in the 21st century.”
A passionate interest in CSR issues was the brand’s third distinctive characteristic. “MCM is a globally responsible company which takes Corporate and Social Responsibility very seriously. I believe in transparent management and I donate 10% of our profits to about 50 NGOs.”
Concluding her address, Mrs Kim paid tribute to her dedicated staff and business partners: “MCM’s success is not possible without you, our staff from 10 countries, and our partner companies such as BMW.”
 |  |
Actresses Hye-Soo Kim, holding an MCM Amazoness North South bag, and Da-Hae Lee, with a silver jewellery clutch | |
 |  |
The brand new jewellery clutch collection, displayed inside an antique wooden cabinet. The gold and silver jewellery can be detached from the bags and worn as statement pieces to adorn the body | |
For details on MCM in travel retail, contact Gerry Munday, tel: +34 952 534 391, fax: +34 952 534 391, or e-mail: gerrymunday@mcmworldwide.com Visit www.mcmworldwide.com
MORE STORIES ON MCM
MCM goes for a premium and practical Fall approach – 10/03/09
Luxury leathergoods company MCM boosts European business with new Hamburg Airport opening – 11/02/09
MCM moves into Prague’s Luxury Lounge – 26/01/09
MCM lands in luxury Düsseldorf location – 05/01/09
[comments]
