CHINA. MCM, the luxury German fashion brand, has announced the launch of its first flagship boutique in Shanghai, China.
The Shanghai opening signals the acceleration of the brand’s retail expansion across Europe, Asia and the US.
The new flagship store, located in the historic district of Three on the Bund, joins MCM’s existing store in China at the Peninsula Hotel in Beijing, which began trading in 2008.
To celebrate its first store in Shanghai, MCM held an opening event on 26 January at Three on the Bund.
More than 120 German dignitaries, prominent German and Chinese businesspeople, socialites and celebrities attended the event.
A-list guests included the German Consul to Shanghai Dr Albrecht von der Heyden, China’s style setter Handel Lee, artists Cui Xiuwen and Lin Hong, international movie star Joan Chen, actresses Lisa Lu and Maggie Chen, and top models Lv Yan, Wen Wenqin, Tong Chenjie and Shi Zhou Liang.
Joan Chen, wearing an MCM couture evening dress – the only piece in the world – and holding an MCM jewellery clutch, which costs over RMB37,000 (US$5,400), attracted enormous press attention.
A string quartet from China Philharmonic Orchestra played classical German music during the private dinner, hosted by MCM’s brand owner Sung-Joo Kim.
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At the ribbon-cutting ceremony are (left) German Consul to Shanghai Dr Albrecht von der Heyden, Sungjoo Group Chairperson Sung-Joo Kim, movie star Joan Chen, landlord Cheryl Lim and Sungjoo Group CEO Moon-Ho Song; Right: Model Wen Wenqin, style setter Handel Lee, Sung-Joo Kim, and top models Shi Zhou Liang and Tong Chenjie | |
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Enjoying the Shanghai flagship launch party are (left) Dr Albrecht von der Heyden, Sung-Joo Kim and Handel Lee; Right: Sung-Joo Kim with her VIP guests Tammy Kan, Josephine Jian, Cui Xiaowen and Xiao Bao | |
Gallery-style boutique features exclusive VVIP Room
MCM’s new flagship store at Three on the Bund was designed and built like a modern art gallery. Measuring more than 250sq m, the boutique is divided into zones: Couture, Shoes & Ready-to-Wear, Handbags, Small Leather Goods, and the MCM Gallery and Heritage.
At the entrance, a golden curtain hangs from the six-metre high ceiling, made of more than 30,000 brass plates – the famous emblem of the MCM brand. Weighing more than 200kg, the glittering gold curtain surrounds the VVIP Couture room. The interior of this room offers MCM’s luxurious customer experience and service. Here, MCM’s prestigious Gold Line items are displayed, and bespoke pieces can be ordered.
Moving past the entrance, a mini-gallery space displays MCM’s vintage luggage with a modern twist. The 12-metre long hallway is decorated with MCM’s iconic Cognac Visetos logo and vintage line products.
The Kelly Room, where the latest season’s ready-to-wear and shoes are displayed, features a fitting room where customers can try on knitwear, dresses and made-in-Italy shoes.
In the middle of the boutique are MCM’s best-selling leathergoods, handbags and small leathergoods, including handbags, wallets and accessories.
In the new-media space a video of the latest collections is screened onto a white vinyl curtain. Multi-coloured MCM logos hover above. Embedded in the floor is an artwork titled the MCM Street Map of the World which shows MCM’s global boutique expansion. The street map will be updated each time MCM opens in a new city.
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Left: The MCM brass plate curtain; Right: A clutch bag from the MCM Gold Line Shanghai Exclusive Collection | |
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Left: MCM’s Shanghai flagship carries a wide range of leathergoods; Right: Mannequins adorn the store | |
About the Bund
Completed in 1916, the six-storey building was the first in Shanghai to use a steel structure. The Neo-Renaissance style building has a symmetrical facade, but with some baroque style details. The roof features a domed corner pavilion. Formerly housing several financial companies, the building was taken over by the Shanghai Civil Architecture and Design Institute in 1953. In 1997 a private equity fund from Singapore purchased the building, and in 2004 converted it into a high-class cultural centre, called Three on the Bund.
About MCM
Founded in 1976, MCM (Mode Creation Munich) produces fine luxury leather goods, apparel and footwear collections for women and men. The brand has its origins in the historic city of Munich and has enjoyed more than three decades of German heritage and craftsmanship.
In the past few years MCM has successfully established seven flagship boutiques throughout Europe, the US and Asia in the finest shopping locations, such as Kurfurstendamm in Berlin, Sloane Street in London, The Plaza Hotel in New York and Cheongdam-dong in Seoul.
Last year MCM accelerated its growth in the US market by opening 15 doors in Saks Fifth Avenue’s finest department stores nationwide.
Fans of the brand include models and style setters Lydia Hearst, Coco Rocha, Heidi Klum, Cindy Crawford, Veronica Webb and Patricia Field, among many others.
Since its takeover by the Sungjoo Group in 2005, MCM has grown into an international fashion firm with an array of distinctive product lines, available in fine stores and MCM boutiques around the world. Today the MCM collection goes beyond luggage and handbags, to include ready-to-wear, ties, scarves, shoes, and eyewear.
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