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The MCM Brand Experience double-decker bus outside the Wellington Arch party venue | |
A double-decker bus wrapped in the MCM logo toured the streets of London in the third phase of the brand’s Modern Mobility Project, culminating in a party at the UK capital’s landmark Wellington Arch monument.
A historic symbol of victory, the Wellington Arch venue was chosen to celebrate the brand’s promise of ambition, modernism and empowerment. The launch party fêted the MCM Brand Experience Routemaster bus, described as “a living celebration of MCM’s commitment to travel”.
The iconic double-decker bus is a giant version of the German brand’s Cognac Visetos trunk, designed to commemorate one of Britain’s most famous modes of transport, and the brand’s dedication to excellence in innovation.
Hosted by Chairperson & Chief Visionary Officer Sung-Joo Kim, the international press event was attended by VIPs, tastemakers, opinion-leaders, style aficionados as well as special guest musical theatre stars Kerry Ellis and Katherine Kingsley.
Fashion enthusiasts previewed MCM’s Autumn/Winter 2012 collection, themed Munich Wildlife, inspired by animal prints and an eye-catching palette of vibrant hues.
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Bags from MCM’s Autumn/Winter 12 Collection form a wall display at Wellington Arch |
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Press preview MCM’s Autumn/Winter 12 Collection at the Wellington Arch party |
Other highlights included MCM’s new releases, such as the First Lady Croco, Leo Shopper and the limited-edition BIG (Back in the Game) Union Jack backpack, specially created in celebration of the UK’s Jubilee and Olympic Games celebrations.
For a limited period, fans could board the exclusive MCM Brand Experience bus from 7 to 15 July to experience a bespoke tour of London, by booking a place via www.mcmworldwide.com/brandexperience.
The interior of the bus was transformed into an elegant moving lounge, offering an opportunity to experience the brand’s historic culture and lifestyle, its latest collections, and the ‘World of MCM’. A plasma screen beamed a video of MCM’s recent catwalk show at Men’s Fashion Week Singapore.
The London leg of the MCM Brand Experience Routemaster bus is part of a worldwide tour entitled the Modern Mobility Project, which celebrates iconic methods of transport in cosmopolitan destinations worldwide, including Hong Kong and Berlin.
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Left: MCM Chairperson & Chief Visionary Officer Sung-Joo Kim with musical theatre stars Kerry Ellis and Katherine Kingsley; Right: Sung-Joo Kim pictured on the top deck of the bus | |
Collaboration with London artist Richard Woods
In separate news, MCM celebrated a collaboration with British artist Richard Woods in the run-up to the Olympics at its London flagship.
The MCM Green Lily Project by Richard Woods celebrated the 2012 London Olympic Games at the brand’s boutique in the UK capital.
MCM wrapped the store in an artistic and architectural design featuring green lilies, digitally reworking the wood block version of Woods’ floral artwork.
During a cocktail party on 3 July, MCM and Richard Woods donated wood-patterned bags to the Royal College of Art as part of a fund-raising project.
Woods previously collaborated with MCM on the multi-coloured exterior of its offices in Seoul.
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