STORE SPACES

Luxury goods and accessories brand continues U.S. expansion

BY Marianne Wilson

MCM Worldwide has opened its first global flagship, and it’s on one of the most expensive streets in the U.S.

The 4,427-sq.-ft. store is on Rodeo Drive in Beverly Hills, Calif. Founded in 1976 in Germany, MCM operates about 600 stores around the globe. The Beverly Hills outpost is its 17th location in the U.S., and fifth in the Golden State. Upcoming U.S. locations include Chicago, Waikiki and Tampa, Fla. The company is also looking to open more sites in California, including one at South Coast Plaza in Costa Mesa.

MCM Rodeo Drive has a bold, two-story polished brass façade. Designed by Kenneth Park, the storefront draws inspiration from the signature studs and gems on MCM merchandise and references the brand’s heritage in a luxurious Angelino style. Brass facets on the upper portion of the storefront mirror the classic design of the signature MCM logo plate. Flanking the façade on either side are large LED displays with dynamic ever-changing imagery.

Inside, a glass mosaic handcrafted in Italy references the brand’s logo. It is featured on the wall by the grand staircase. In keeping with MCM’s dedication to music — specifically its role in hip-hop culture — a DJ booth, bar and plush seating are located on the second floor, giving a vintage feel to a secluded VIP event space.

The interior also features an interactive photobooth (by Hypno). It gives customers the option of uploading their photo to their own Instagram account at that very moment.

“MCM Beverly Hills global flagship location brings the brand’s luxury German heritage, innovative design, thoughtful architecture and cutting-edge technology to one of the most iconic shopping destinations in the world, Rodeo Drive” says Patrick Valeo, president, MCM, the Americas.

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