MCM. Flagshipstore Launch, Frankfurt

On Thursday 22 October, MCM officially launch their flagship Frankfurt boutique.

The entire launch concept has been developed by Opium effect: Munich’s luxury design and global branding agency under the lead of Joerg Zuber,
Creative & Managing Director together with his team and in collaboration with the MCM Marketing – based on the recent MCM collection „ Space Odyssey“.

At the heart of the concept is #MCMplanet.
A 2.8m tall astronomical body, super-solid and moonlike from one side. But from the other, an all-seeing and immersive fashion eye.

The polished gold surface reflects the store’s interior. With a tactile, satellite structure, visitors can explore the edges of a new world.
Sand, stone and precious minerals interweave, exerting a gravitational pull for today’s fashionistas. Above, seven golden lashes arc their way towards the future.

Gaze inside the iris for a glimpse of luxe rebellion. Drift into three 60-second films. Each taking you on a trajectory around MCM’s galactic stars.

“Weekender”
What do you pack for your spacewalk? The MCM Weekender, of course. Triumph and passion drive us on to new forms, a zero-G rush to the moon.

See the solar-rays flare on our gold-plated visors. The astronauts’ space odyssey continues. It’s a space race in the new style.
Who will lay claim to their brass plate insignia? Where will the laurel leaves fly? Humanity’s hopes, condensed to a heartbeat.
A slow-motion jump for our nomads of luxury.

“Berlin”
Solid-edged hardware, hand-built in gold brass, stands out as the signature to Berlin. It has magnetic appeal from our view in the space-lab. Follow the laser-like yarn as it dips and it threads, giving us built-to-last strength. Sweep along the deep embossed leather. It’s the ultimate artefact: high-tech and must-have, for this world or for any other.

And as the international jet-set goes pan-galactic, twisted beats and solar flares unleash a hyperdriven, interstellar soundwave.

See the solar-rays flare on our gold-plated visors. The astronauts’ space odyssey continues. It’s a space race in the new style. Who will lay claim to their brass plate insignia? Where will the laurel leaves fly? Humanity’s hopes, condensed to a heartbeat.
A slow-motion jump for our nomads of luxury.

Come to MCM Frankfurt at Goethestrasse 34, 60313 Frankfurt am Main.
Ignore the raw crackle from mission control. Be dazzled by distant hot suns.


About Opium Effect

We’re a global design and branding agency specializing in motion and brand identity. Founded in 2001 by Creative Director Joerg Zuber, Opium is now an international cadre of over thirty designers, animators, producers and musicians. We are based in Munich, Madrid and Buenos Aires.

Our clients are luxury brands from fashion, cosmetics, beverages, car manufacturers, retail marketing departments and entertainment companies. Anyone, in fact, who not only wants to grab their viewers’ attention, but to also seduce with unconventional beauty.

MCMplanet object facts:
height: 2800mm
width: 1880mm
depth: 1150 mm with lashes
weight:
• skin 40kg
• technic 32 kg
• steel 65 kg

Handcrafted by 4 people within 25 days.

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