The luxury lifestyle goods and accessories brand MCM has just opened a new store in the heart of Berlin. Unlike any other store, the space ressembles a contemporary art gallery, complete with intricate installations and avant-garde interior design. The furniture is not only here to present the products but to stand on its own as a sort of artwork. The German brand had already started a mini revolution last October when it appointed Dirk Schoenberger as global creative officer, who was responsible for the incredible growth of Adidas these past ten years. With his arrival, it is sure that MCM is going to undergo some changes and maybe a makeover? Only time will tell but if Schoenberger follows the same path he followed at Adidas, MCM is in good hands. 

Last Friday, the brand launched a totally novel concept, in the form of the first ever « Experience Store ». Named 1976 BERLIN as a nod to the year MCM was created, it serves as the perfect space to elevate the collections and give them a new dimension. The designer has understood that retail has deeply changed at the age of online shopping, and that a physical store had to offer a greater experience to the client. People no longer only shop to acquire objects, they shop to experience something new. Schoenberger stated: « We wanted to design a space which invites creatives into the world of MCM. 1976 BERLIN goes along with my idea to evolve the brand with its strong heritage. Customers today are looking for deeper authenticity in the brands they seek, and I believe this culture approach to a retail concept will convey the energy and attitude of MCM to the next generation of consumers”.