MCM Wearable Casa Collection Press Conference
"Targeting Digital Nomads, Showcasing Luxury Pragmatism"
Fashion brand MCM has introduced unique furniture. Targeting the 'digital nomad' lifestyle?people who work remotely and freely without spatial constraints?they unveiled the 'Wearable Casa Collection,' furniture that can be worn. With fashion companies struggling amid the economic downturn, the strategy is to attract consumers by offering practical products tailored to future lifestyles.
Sabine Brunner, MCM GBCO & CEO, said at a press conference on the 'MCM Wearable Casa Collection' held on the 2nd at MCM HAUS in Gangnam-gu, Seoul, "The Wearable Casa Collection is a new attempt for digital nomads," adding, "Instead of flooding the market with fashion products tied to specific seasons, we will present luxury products with practicality that meet consumers' lifestyles."
MCM is a luxury fashion brand founded in Munich, Germany. Acquired by Korea’s Sungjoo Group, it currently sells bags and apparel in 48 countries, including China, Germany, London, Paris, and New York.
The Wearable Casa collection was launched in collaboration with the global design studio Atelier Biagetti at the world’s largest design exhibition, Salone del Mobile, last April. Over the past decade, MCM has consistently collaborated with designers, and this time, they presented an exhibition combining furniture and fashion. The collection was selected as one of the 'Top 10' projects at the exhibition.
To celebrate the art fair 'Frieze Seoul,' MCM is reintroducing the collection at MCM HAUS. Atelier Biagetti, the designers of the collection, explained at the press conference, "When we heard about the Wearable Casa from Kim Sungjoo, chairman of Sungjoo Group, we thought we could create something well-made, like in a movie," adding, "These pieces are designed to be carried individually and are transformable."
A total of seven products were exhibited, displayed across the 1st, 3rd, and 5th floors.
The main product, the 'Space Cabinet' series, is inspired by space exploration and consists of three spherical decorative pieces of different sizes. The smallest size can be used as a mini bag with a mirror and accessories, the second sphere functions as a cabinet and lighting, and the third sphere serves as a cabinet and an exercise gym ball. The 'Chatty Sofa,' located on the 3rd floor, enhances practicality by adding mobile device charging functionality to the sofa. A detachable neck pillow was also created for portability.
MCM plans to actively utilize metaverse and artificial intelligence (AI) technologies to reinvent itself as a luxury brand offering practical designs. Using metaverse technology, they will launch virtual stores to get closer to digitally savvy consumers.
CEO Sabine said, "We plan to create a virtual city in the metaverse in collaboration with Lotte Group," adding, "Consumers will be able to experience products using avatars in this space." In January this year, MCM signed a luxury brand partnership with Lotte Information & Communication’s metaverse platform, Caliverse.
AI technology will be actively used to solve the chronic inventory issues in the fashion industry. By analyzing product quantities and consumer demand through AI, they believe it will help reduce excess inventory.
Meanwhile, the MCM Wearable Casa Collection exhibition, held to celebrate Frieze Seoul, will run until the 6th of next month at MCM HAUS. Frieze Seoul is an art fair where influential galleries from around the world showcase artworks from ancient to contemporary times. MCM is the official partner of 'Frieze Week Seoul,' a nighttime event held in gallery-dense areas such as Cheongdam, Samcheong, and Hannam, and will present the exhibition until the 6th of next month.
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