SPRING / SUMMER 2015
“GAME ON! DIAMOND LAND!”
The game started here. For Spring/Summer 2015, MCM traveled to Beijing to reveal its latest collection—named “Game On! Diamond Land!”—against the awe-inspiring, futuristic backdrop of The Phoenix International Media Center, architect Shao Weiping’s soaring new urban landmark that opens its doors exclusively for this unforgettable global event. Through a technically brilliant mise-en-scène installation, MCM reveals the evolution of its iconic diamond motif, presented in 4 distinct chapters—each brought to life through bold narratives and multi-sensory effects. MCM also travels back in time to the iconic brand’s genesis deep in Germany’s Black Forest, emphasizing the story of its German heritage. The result will be a stirring, poetic voyage through the brand’s singular iconography.
Inspired by the diamond patterns found in its classic monogram canvas, MCM goes ultra-graphic this season, presenting vivid, daring, and dynamic leather goods and ready-to-wear for men and women. MCM audaciously embraces innovation with crystalline, holographic, geometric patterns realized in hyper-real colors. Sumptuous metallic leather and gleaming polished hardware heightens the futuristic effect—each piece underscoring the brand’s commitment to unparalleled German craftsmanship and creativity. MCM’s powerful graphic language is explored in new iterations of its classic Diamond Visetos print, seen here in searing new hues. Fusing high-tech materials and modern versatility with a bold sense of tradition, MCM defines new-school luxury for a new age. MCM’s future is the beginning.
A star studded front row crowd included Elizabeth Jagger, Claudia Kim, Chinese actress Wang Luodan, actor Dou Xiao, fashion blogger Wang Yangming, the “Diving Queen” Guo Jingjing, and Sheng Shidong, the “Prince of Ballet”, international fashion icons Bip Ling, Hanneli Mustaparta and Soo Joo as well as modern artist Hang Chunhui among others.
After the show, guests entered a separate area designed to simulated entering a diamond with light refractions. A thrilling performance was brought by British musician VV Brown to end the memorable night.
Casting & Show Director: Another Event
Music: Another Event
Mapping Art Director: Oway@oceanwarmair
Event Production & Mapping Creative & PR: INSTARGroup
Mapping Production: CG Fish
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