London's red double decker buses are famous the world over... Here we call it the Routemaster. It was first introduced in 1954 by the Associated Equipment Company and London Transport. If you walk in any gift shop today, you will find dozens of different Routemaster toys. It truly is a London icon!
This year MCM joins the jubilee & celebrations of the games in commemorating the UK’s legacies of prestige, culture of distinction and world-renowned heritage of excellence. Entitled The MCM Brand Experience, MCM unveils the third edition of its logo-branded mobile centre, for the first time on the streets of London conveying a 360 degree brand experience to local & international customers alike. Inspired by London’s traditional routemaster bus model, the double-decker MCM Experience launches in the UK’s grand Metropolis touring toward the London Eye, across the House of Parliament, over the London Bridge, under Wellington Arch and to other iconic hotspots, locales and landmarks.
In celebration of MCM’s commitment to travel, the double-decker ‘brand experience’ is monogram-wrapped as a giant version of MCM’s Cognac Visetos Luggage offering an immersive opportunity in experiencing the brand’s history culture & lifestyle, its latest collections and the unforgettable ‘World of MCM’ in an elegant moving lounge for passengers.
The lower deck will feature an exclusive preview of the newly introduced Autumn Winter 12 collection, while drinks can be enjoyed in the lounge area on the upper deck for passengers, VIP’s and enthusiasts alike.
The MCM Brand Experience will operate from 7th to 15th July in London. The Experience will deliver the ultimate hybrid of contemporary British culture and luxury travel within one of the world’s most sought-after capitals.
This version of the MCM Brand Experience follows similar expeditions in Hong Kong & Berlin, commemorating luxury travel in association with its distinguished Modern Mobility Project. The current phase of this illustrious celebration of transport has additionally been created as a prelude to the soon-to-open MCM boutique at Harrods, one of the world's most famous luxury department stores.
MCM will host an international press event on 10 July at the notable Wellington Arch, an iconic landmark and traditional English heritage site. The brand will be the very first to host an event at this internationally renowned historic landmark, and will be feted by movers and shakers of the international fashion industry from China, Korea, Germany, Switzerland and the UK.