MCM is a luxury brand in Germany. It has been more than 40 years since its birth and has been popular in Asia in recent years. In December 12th, MCM's new concept store opened in Beijing's newly opened shopping center SKP-S. It is also the first time that it has landed in China after the flagship store in Munich, Beverly Hills, Tokyo and the concept store in Ginza, Japan.

The whole concept store has continued the brand's simple design style, focusing on the creation of immersive experience space, vividly displaying the culture, craft and innovative design of MCM brand. In this store, MCM creates a conceptual retail experience platform by integrating the quintessence of fashion, culture and technology to provide a more appropriate shopping experience for Z generation and millennial consumers.

Regarding products, MCM will present the brand 2020 spring and summer products in the concept store, which is also the first series after the brand global creative officer Dirk Schonberger joined the brand. In addition, the MCM x A BATHING APE joint series will also be on the scene. The classic DISCO print interpretation of MCM's creative design brings the trend of luxury wind to the street breeze.

In order to welcome the rat year of China in 2020, MCM specially introduced the "rat year series" accessories, bringing more possibilities for collocation. The latest customized products, including shoulder bags, accessories, ready-made clothes, shoes and so on, have all been unveiled.