About The Boutique

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High-tech meets high-fashion celebrating the debut of MCM’s latest concept store in Seoul.  Entitled 'The Lab' the modern destination curates a first-time ‘shoppertainment’ motif, fusing the experimental with the experiential. From laboratory to 'luxe, The Lab is inspired by MCM’s artisan ethos, reinterpreting its essence of innovation through an avant-garde aesthetic. The latest store takes a conceptual cue from craftsmanship & creativity, curating a ‘style-lab’ that encourages visitors to explore their personal styles within a luxurious-laboratory & fashion-factory zone. Fitted with touch-screen installations, space-inspired elevations & power plant patterns, the sci-fi space features murals of neutral-toned walls fitted with clinical metal displays, purveying an otherworldly ambiance where innovation meets the imagination.

  • The cutting-edge concept store commemorates MCM’s relentless pursuit for exploration, and celebrates a new culture of creativity & couture for the millennium generation.
  • Features a first-time ‘shoppertainment’ motif, upgrading MCM’s retail narrative from the experimental to the experiential
  • Inspired by the essence of craftsmanship, the futuristic 330 m2 space reinterprets the artisanal through an avant-garde lens creating a first-time ‘style lab’ where guests can explore the MCM looks
  • Located at COEX (convention & exhibition)Mall in the Gangnam district, one of Seoul’s prime hotspots for fashion

Inside Look

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Situated within the largest underground shopping & entertainment complex in East Asia, The MCM Lab is located within COEX mall, an exceptional retail environment complete with highly personalised services and unique experiences tailored to shoppers’ specific needs.  The Lab is located within the notorious Gangnam district, one of Seoul’s lifestyle destinations for culture, cuisine, entertainment & fashion.  Infusing new meaning to ‘Gangnam style’, MCM’s Lab enables trendsetters to realise their own individual styles, one bag at a time.

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Designed with experimental aesthetics & minimalistic facades, the advanced atelier is conceived to steep the senses into an interactive environment, presenting distinctive experiences from the tactile to the optical.  Featuring murals of industrialised backlit panels & spacecraft-inspired metallic installations, the neoteric space is fitted with an austere assortment of fluorescent fixtures, suspended alongside reflective panels and mirrored décor, providing a science-fashion browsing immersion.

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The MCM Lab welcomes visitors through a satellite-inspired space bridge, designed to envelop consumers within an otherworldly entryway that teases the imagination.  The industrialised space features a signature conveyor belt rotunda at the centre, presenting an array of MCM’s latest accessories within a mobilised exhibition.  The wunderkind workshop includes interactive touch-screen panels, enabling users to snap selfies & explore MCM’s digital directories to learn more about the collections on display.  From modern to molecular, the MCM Lab is designed with geometric platforms, cylindrical spectacles & rotating panels inspired by factories, workshops & research facilities.

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