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Built for the Future: MCM Touts Rodeo Drive Flagship as It Looks Ahead

BEVERLY HILLS — The question of what an accessories brand could ever do with nearly 5,000 square feet of selling space on Rodeo Drive is not difficult to answer if you’re MCM and already plotting ahead.
The company this week officially celebrates the opening of its Beverly Hills flagship, split across two levels and complete with DJ booth, small bar, plush seating, LCD screens, grand staircase, bold facade and product exclusives as it stares straight into the $1 billion sales mark for next year.
“This was really a two- to three-year build up because it’s all about the right location,” said global president Patrick Valeo. “There’s plenty of locations, but Rodeo Drive was chief for the future of the brand, the growth of the brand and where we’re positioning the brand.”
The glamorous extrovert is how global creative officer Dirk Schönberger described the buildout, from the exterior to interior, and a nod back to MCM’s starting point in the Seventies with disco glam that’s helping the brand retain relevance among the next generation of luxury consumers.
“I love how this store is playing a little bit of a role in that, but it’s a modern version. It’s not retro,” Schönberger said. “Young kids are walking

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Via:: https://wwd.com/accessories-news/leather-goods/mcm-touts-rodeo-drive-flagship-looks-ahead-1203083962-1203083962/