Two Weeks of MCM in Berlin-Mitte.

In the context of the ninth Berlin Fashion Week, the MCM luxury brand presented a very special project: the MCM Satellite Store in Berlin. In addition to the existing MCM flagship store on Kurfürstendamm in Berlin-Charlottenburg, the satellite store in Berlin-Mitte was the urbane counterpart in Berlin-Mitte, where MCM offered an exclusive selection of limited-edition rucksacks and special models, e.g. special editions by Craig Redman, Patricia Field and the Japanese designer Phenomenon.

The shop’s interior was kept in minimalistic design to assure that the focus remained exclusively on the items in MCM’s collection. Each of these models is a little work of art in its own right, so they were displayed in the shop exactly as pieces of art would be shown. The location for the MCM satellite store was accordingly chosen to suit the theme: the Appel Design Galerie in Berlin, where artworks by Carlo Monillo and George Nelson could be admired in the past. The satellite store perfectly augmented MCM’s elegant flagship store in western Berlin and appealed to a youthful and cosmopolitan target group. The venue on Tor Strasse, which is home to shops such as Soto, No. 74 and Firmament and to galleries such as UndPlus and Bongoût, offered young and creative surroundings.

MCM’s satellite store celebrated its grand opening with an early evening reception attended by MCM’s creative consultant Michael Michalsky. The store remained open for the next two weeks to serve as a meeting place for everyone interested in the brand.

Services: concept, realization, press work, organization and implementation of the event, onsite assistance, follow-up work