Ruonan Zheng
Aug 1, 2019

MCM builds giant playground in Shanghai flagship store

The German leather goods brand transformed its flagship store in Shanghai by way of a virtual playground.

An MCM 'dreamland' was created in Shanghai's iapm mall.

Chinese consumers change swiftly, and brands must react just as quickly. The German leather goods brand MCM understands this. To celebrate their latest AutumnWinter collection, and as part of the Tmall Super Brand Day initiative, MCM built a giant playground inside of their flagship store in Shanghai’s iapm mall, transforming the entire space into an immersive MCM dreamland.

When it opened last week, the brand invited the hip-pop singer Lil Ghost and idol group...

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