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Chloe Sevigny opens MCM in Shanghai iAPM.
It is built to be a premium experience-oriented boutique and a landmark for luxury for MCM in China. Before I tell you all about the new boutique, let me explain what makes the iAPM mall so special: it is the very first night time mall to open in Shanghai (it was inaugurated in August 2013). Opened between 10am and 11pm, it boasts six floors and a roof terrace, with the first two floors entirely dedicated to luxury brands. A true shopping haven for all the Shanghai based stylistas.
It is located in the already bustling area of Huaihai Road and is already one of the most popular shopping destinations in Shanghai. In other words, we couldn’t dream of a better location for our brand new MCM Experience store.
Now is the moment you have been waiting for… Let’s go on a tour of the new boutique.
First this is what our plans looked like, in the 3D rendering phase. This is the outside…
And a bird’s eye view of the inside. Now when you look at the images below you will get a better idea of the store’s layout.
Overlooking the interior courtyard, here is the shop front by night and by day. It looks equally wonderful.
The grand entrance, with double fronted doors surrounded by MCM brass plates walls.
The interior is luxurious and warm with a large MCM Brass Plates booth right in the middle of the store, offering a very intimate shopping experience.
Chinese red envelopes are available for every purchase.
The best companion for this Year Of The Horse!
As you can see, the store is very dashing, both as a whole…
… And in the finer details.
The windows as seen from inside. They are currently dedicated to Chinese New Year, here you can see our Christmas windows.
Pops of colours dotted around the store, some as a part of our shop fittings…
… and some as part of the SS14 collection.
Chic embellished backpacks would make ideal Chinese New Year treats.
What makes this new boutique so special though is the experience it offers: there’s a cultural space which showcases art installations. The current installation is by Belgian artist Heidi Voet and is titled “As I See It”. Her work often uses popular images and objects. For this piece, she put together many digital watches and constructed this carpet-like electronic surface. All the watches have their alarms set at the same time, which means that every hour, the store resonates with the sound of eternity. A loop that signifies the passage of time, time used by MCM to explore the world, bring art to the fashion world and showcase a truly multicultural heritage.
The current installation features a landscape of watches in a multicoloured pattern.
Artist Heidi Voet also created a “Stars & Constellations” piece, which showcases the vastness of the sky via a creative placement of coin tokens. You can see it in our luxurious lounging area.
The luxurious lounging area is also home for a second installation by Belgian artist Heidi Voet.
The store also features a large media wall and two video columns which provide an immersive experience while curating the brand ethos in an innovative manner.
MCM in iAPM
Opening times: 10am – 11pm
Address: Shop L1-155, IAPM
No.999 Middle Huaihai Road,
Shanghai
Tel: 86-21-6483-1900