Munich and Vienna – Louis Vuitton may be the first name that comes to mind when one thinks of monogrammed luxury goods, but the offering is also the speciality of German brand MCM. Established in 1976, MCM has seen a surge in popularity in the last decade, especially among the streetwear community. To mark a new era for the brand (and accommodate a new generation of consumers), Gonzalez Haase AAS developed an interior scheme for two flagships in Munich and Vienna. It will serve as the foundation for MCM’s global shop design.
MCM is owned by South Korean entrepreneur Sung-Joo Kim, who in 2016 aimed to double brand sales by over two billion USD within five years. At that time, annual revenue was around 700 million USD and 60 per cent of the company’s sales happened in Asia – the rest in Europe, the Middle East and the US. Since then, MCM has solidified its presence in China and Japan, invested in fragrance and most recently, established its commercial presence on Amazon – a highly unconventional move for brands of its tier.