MCM’s First Experience Store Worldwide – 1976 BERLIN
February 17, 20190337
This February, MCM unites the forces of contemporary art, culture, and fashion to create 1976 BERLIN. The name refers to the brand’s birth year and presents a conceptual retail experience and platform for the brand for creative engagement. With 1976 BERLIN, MCM’s first foray into experimental retail, the German luxury brand provides a space to elevate and celebrate the diversity of modern Berlin.
From 1976 to now, MCM draws references from a journey which began in Munich. From art and music to technology and travel, MCM has embodied the freedom to be bold. MCM’s Global Creative Officer, Dirk Schoenberger collaborated with David Mallon c/o Souvenir Service to create MCM’s first 1976 store in Berlin. Located on Torstrasse 74, in one of Berlin’s rarest locations, the store proposes a unique artistic and aspirational shopping experience. The former garage references an art gallery space while keeping hints of the former working environment.
Through the usage of raw materials and a minimalistic store design the full focus is on product luxury and details. The design of the store works with authentic and abstract elements for continuous story-telling of original utilization. Similar to the spirit of Berlin, 1976 represents a dynamic project, ever changing, always in development.
Strong elements of large stone paired with stainless steel product displays and the use of mirror conjure an industrial look, while colored carpet details, and lush greenery bring touches of natural texture. Playful hints of signal red, mustard yellow, and tech orange enliven the space with custom furniture and a bespoke light installation by Bocci.
“We wanted to design a space which invites creatives into the world of MCM. 1976 BERLIN goes along with my idea to evolve the brand with its strong heritage. Customers today are looking for deeper authenticity in the brands they seek, and I believe this culture approach to a retail concept will convey the energy and attitude of MCM to the next generation of consumers”, says Dirk Schoenberger, Global Creative Officer MCM.
The product selection presents a range from MCM’s heritage line, classics and latest releases to special product designs from former and current collaborations. It includes larger leather goods such as backpacks and iconics, accessories, ready-to-wear as well as shoes.
1976 BERLIN will mark the first breakthrough for MCM’s new experience concept. Further spaces are planned to launch in the brand’s key cities, one of them is set in Tokyo’s Ginza district, which will open in Spring of this year.
The opening night of 1976 BERLIN February 15th, 2019 will be musically engineered by the Berlin-based label Innvervisions under art direction by Ana Ofak. After a sound installation by Dixon & Âme, the visual artist Nina Kurtela will perform her awarded piece „365 routines“. Dealing with contemporary perception of the body on the move, Kurtela’s work mirrors the speed and mobility of today’s nomadic generation. Chloe Caillet will take over subsequently with her signature DJ set inviting the guests to remain mobile and curious throughout the opening night, fostering creative dialogues with each other and experiencing the store’s design from multiple vantage points.