MCM x Tobias Launch
In celebration of Art Week Hong Kong, MCM revealed the world première of its highly-anticipated art collaboration in an exclusive fashion-fête of the season. From black-tie highlights to handbags and heels, discover the collection and who was #MCMSpotted.
Located in Hong Kong’s internationally-acclaimed fashion mecca on Queen’s Road Central, the distinguished Entertainment Building flagship stands as an architectural landmark for design & innovation. For the art-meets-fashion launch, MCM transformed its colossal Flagship into a blank canvas for the wildly imaginative German contemporary artist Tobias Rehberger, who covered the space in his signature “Dazzle” camouflage motif.
Entitled “If You Want the Rainbow, You’ve Gotta Put Up with the Rain” the innovative space saturates the interior with patterned monochrome stripes & fluorescent neon fixtures, curating the same pattern appearing on the Limited Edition capsule collection for SS16. Revealing a hidden design in the disarray of an optical illusion, the neoteric space is erected as a living work of art, conceived to immerse guests within the collection narrative, inviting interactivity with the design elements.
The MCM x Tobias #mymcmart launch was the place to see-and-be-seen. Featuring a VIP guest list of tastemakers & trendsetters with an exclusive line-up of celebs to boot, check out who was #MCMSpotted & got the party going:
Model & designer Nicky Hilton accessorises her patterned look with the Limited Edition Tobias Hard Luggage Hat Box
Business magnate Barron Hilton styles his layered look with MCM’s SS16 ready-to-wear shirt
Top model Hailey Baldwin goes monochrome, pairing the MCM x Tobias pouch with her evening-ready look
Canto-pop diva Sammi Cheng styles her disco-inspired glam-rock look with the MCM x Tobias Diamond Clutch
Travel & beauty blogger Victoria Magrath aka inthefrow, balances her neoclassic look with a minimalistic Patricia Crossbody
Actor Jing Boran brings edge to his laid back look with the MCM x Tobias pouch
International top model Mia Kang brings pattern & adornment to her playful look with MCM’s Milla Special and MCM x Tobias monogram tee
From industrial alt-sounds to bass-heavy rhythms, the star-studded celebration featured a duo of international celebrity DJ’s, Hannah Brinfman & Brendan Fallis. The DJ-duet transformed the Entertainment Flagship into an afterhours megalith, featuring stop-start grooves, bass-heavy rhythms & laissez-faire laidback listening.
The Sticker Wall
The neon-hued space presented an exclusive monogram sticker wall, featuring an alphabet designed in the collection’s distinguished Dazzle Camouflage aesthetic. More than 700 art enthusiasts and influencers from the world over were able to craft their own unique monogram motifs & participate in the collection narrative.
The After Party
The exclusive event concluded at Volar, Hong Kong’s most notorious club in the nightlife circuit, presenting the hottest local and international DJs. Featuring the Bromance crew & DJ Brendan Fallis, MCM presented Le Baron Pop-up celebrating the MCM x Tobias #mymcmart launch.
From surging sub-base rhythms to echo-drenched breakbeats, MCM invited the world’s house-and-techno elite to hold down the decks all night long. Discover the afterparty stylights:
Bromance Records DJ’s
Artist Tobias Rehberger & Contemporary artist Rirkrit Tiravanija
Top Bloggers Bryan Boy & Feiping Chang
DJ Hannah Bronfman
Creative Director Karina Ha
DJ & Model Suki Wong and blogger Bambi Leung
From red-carpet highlights to #MCMSpotted surprises, the exclusive #mymcmart event hosted more than 700 opinion-leaders, celebrities & well-to-do trendsetters. If you missed the party, visit the installation at No.30 Queen’s Road Central, Central Hong Kong until May.
The MCM x Tobias Rehberger collection commemorates MCM’s value for fashion & the arts through a ground-breaking collaboration where artistry and craft converge. The latest collection celebrates heritage and transformation in a modern expression of identity, and a visual exploration of ingenuity. The exclusive collection venerates 40 years of innovation where art and product redefine the paradigm where form, fashion and function converge.
Learn more about the collection, here:
Write it Like Rehberger & make your own #mymcmart monogram, here: