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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. 

 

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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.

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First this is what our plans looked like, in the 3D rendering phase. This is the outside…

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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.

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Overlooking the interior courtyard, here is the shop front by night and by day. It looks equally wonderful.

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The  grand entrance, with double fronted doors surrounded by MCM brass plates walls.

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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.

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Chinese red envelopes are available for every purchase.

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The best companion for this Year Of The Horse!

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As you can see, the store is very dashing, both as a whole…

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… And in the finer details.

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The windows as seen from inside. They are currently dedicated to Chinese New Year, here you can see our Christmas windows.

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Pops of colours dotted around the store, some as a part of our shop fittings…

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… and some as part of the SS14 collection.

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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.

 

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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.

 

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The luxurious lounging area is also home for a second installation by Belgian artist Heidi Voet.

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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

 

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