German luxury brand MCM has opened a new concept store at Toronto’s Yorkdale Shopping Centre, marking a North American first for the brand’s updated retail design. It’s the second MCM store to open in Canada following a location on Bloor Street in Toronto that opened in 2017.
The Yorkdale MCM spans 1,162 square feet and was conceptualized and created by MCM’s in-house team of architects under the direction of global brand officer Dirk Schönberger. Design elements are said to capture “the essence of Bauhaus” with concrete-filled walls covered in a delicate layer of clear glass. Showcases in the store were created with terrazzo tiles and custom-made furniture was created from polished sparkling silver metal that was combined with antique grey velvet.
The footwear area of the store features a geometric graphic pattern rug with accents of green which contrast with furniture such as the Capitol Chair which was designed by Pierre Jeanneret. Custom-made cashier tables with hidden mobile charging stations were crafted with terrazzo stone and styled with Louis Poulsen Panthella table lamps in white opal.
The Yorkdale store carries MCM’s ready-to-wear for men and women as well as leather goods, footwear and accessories. MCM is known particularly for its iconic Visetos Monogram which adorns many products, making them immediately recognizable — not unlike Louis Vuitton’s monogram canvas for many of its products.
Tony DiMasso, President of MCM Americas said in an interview that the brand had been looking at Yorkdale for several years and that a lease was signed when the right location was secured. MCM is located in Yorkdale’s newest luxury wing which includes Louis Vuitton, Fendi, Thom Browne, Golden Goose and several other brands. Co-tenants were an important factor in choosing the location according to DiMasso.
MCM’s first Canadian store opened in the fall of 2017 at 93 Bloor Street West in Toronto. The 2,150 square foot store was positioned as the Canadian flagship at the time. Signage near the store indicates that the entire block will be redeveloped, which means MCM’s building and its neighbouring tenants on Bloor Street will eventually be demolished for a new tower expected to exceed 70 floors.
DiMasso said that more MCM locations are expected to open in Canada, though nothing is confirmed as of yet. The Vancouver market is a potential target for MCM if the right location can be found with the right co-tenants. That means that MCM will either look downtown or to the newly redeveloped Oakridge Centre which will house a roster of luxury stores. He said that sales from MCM’s e-commerce site will help determine demand for new stores in new markets.
MCM leather goods are also available wholesale in Canada through Saks Fifth Avenue and Nordstrom stores. The brand was carried at Holt Renfrew several years ago. Licensed MCM-branded travel stores operate at the international airports in Toronto and Vancouver.
In the 1990s two licensed MCM stores operated in the town of Banff, Alberta, with a primary target market being Japanese tourists. One was at the Banff Springs Hotel and the other was at Cascade Plaza alongside Polo Ralph Lauren and Louis Vuitton stores. All stores had closed by 2011.
MCM was founded in Munich in 1976, and it’s known for accessories and other products in its signature logo-printed material (called Cognac Visetos). MCM (which originally stood for Michael Cromer München) was especially popular in the 1980’s for its flashy, logo-printed accessories. South Korean fashion conglomerate Sungjoo Group acquired the brand in 1995, and the brand is having a major resurgence. MCM now has 650 stores worldwide in over 40 countries.
Yorkdale is one of North America’s top shopping centres both in terms of sales per square foot as well as the expansiveness of luxury brands. The mall now boasts the densest clustering of luxury brands anywhere in Canada, and more will continue to open according to various sources.