Last Friday, we celebrated the Grand Opening of our latest Shanghai store in the iAPM mall. It is built to be a premium experience-oriented boutique and a landmark for luxury for MCM in China. The iAPM mall is very special: it is the very first night time mall to open in Shanghai (it was inaugurated in August 2013). Opened between 10am and 11pm, it boasts six floors and a roof terrace, with the first two floors entirely dedicated to luxury brands. A true shopping haven for all the Shanghai based stylists.
It is located in the already bustling area of Huaihai Road and is already one of the most popular shopping destinations in Shanghai. In other words, we couldn't dream of a better location for our brand new MCM Experience store.
And a bird's eye view of the inside.
The interior is luxurious and warm with a large MCM Brass Plates booth right in the middle of the store, offering a very intimate shopping experience.
The store includes an MCM Gallery which currently features an exhibition called "Jelly Baby Family" by London-based pop artist Mauro Perucchetti.
Mauro’s art takes a critical yet light-hearted approach, relying on symbols to create meaning. He unites Pop aesthetics with social comment to address some of the most pressing and difficult issues in today’s society in a way that is subtle and accessible, without being trite, shocking or obscure.
Mauro is above all an artist who is connected; he sees the bigger picture and has his finger firmly on the pulse of contemporary society.
Artwork by Mauro Perucchetti
As well as Mauro's artwork, you will also find more creations from other notable artists from around the world in our luxurious lounging area.
The lounging area
The store also features a large media wall and two video columns which provide an immersive experience while curating MCM’s brand ethos in an innovative manner. The video contents were exclusively created by internationally acclaimed artist & videographer Andrew Daffy from The House of Curves reflecting the MCM brand DNA and Shanghai’s vibrant colour and energy of the brand.
Our media wall
So far, we've talked about Art, which is an important part of MCM's DNA... Do you know what else takes centerstage at MCM? Yes of course: travel and mobility. You remember that Summer in London that saw us taking over a double decker bus, don't you? This time, to mark the opening of the first flagship in the mainland, a cruise ship that symbolises MCM’s spirit of freedom sailed into Shanghai harbour and dropped its anchor on the Huangpu River. Sporting the brand’s iconic Cognac Visetos logo design, it displayed MCM’s heritage originating in travel, conveying a modern mobile lifestyle, as well as its spirit of exploration.
Is this the MCM ark?
MCM on the bridge!
That isn't all, of course! For this momentous occasion, we invited famous international movie star and fashion icon Chloe Sevigny, who was present to cut the ribbon with Mrs. Sung-Joo Kim, Chief Visionary Officer and Chairman of MCM Group. Her edgy style and carefree personality really suit MCM.
Left to Right: Mr. Huang Zhisheng (Deputy general manager of Sun Hung Kai Properties), Ms.Tammy Kan, Mrs. Kim SungJoo, Chloe Sevigny, Mr. Paolo Fontenelli
Chloe Sevigny and her MCM Blume clutch, wearing items from our SS14 Flower Boys in Paradise RTW collection.
Also present at the opening ceremony were celebrated Hong Kong actress Cecilia Cheung, male model and popular TV star Zhang Liang, supermodel Jin Dachuan, Taiwanese fashion icon Aimee Sun, Chinese actor Zheng Kai, Taiwanese actor Ming Yu, and Korean actor Lee Hyun Jae, along with many other VIPs attended.
Supermodel Jin Dachuan
Actor, musician & model Lee Hyun Jae
Taiwanese fashion icon Aimee Sun
Hong Kong actress Cecilia Cheung
Cecilia with the Funky Zebra backpack
With the Blume shopper
With the Stark Spike Backpack
Actor Cheng Kai
Male model and popular TV star Sean Zhang Liang
We had also planned something very special for the after party, which we held in a specially designed MCM space: there was a DJ of course, but also a model presentation, a parkour demonstration and much fun was had by all of our 800 guests!
The MCM space before the party.
Our guests having a great time
A Spring celebration in iAPM.
There really is no party like an MCM party!
Traduction - Nous avons fete l'ouverture de notre boutique a iAPM avec Chloe Sevigny et 800 invites.
Love from Mademoiselle Robot