MCM (Modern Creation München), a luxury fashion brand that blends German craftsmanship with the lifestyle of the new generation, is advancing its retail model in Thailand by unveiling a new MCM Lifestyle Store at EmQuartier, featuring the first MCM Café in Thailand. This initiative aims to create an immersive experience that connects consumers through high-end café culture, fully transitioning the brand from luxury fashion to a Lifestyle & Experience Brand.

Salil Sunyanasethakorn, Managing Director of PP Glam, the importer of MCM in Thailand, stated that the transformation of the MCM Lifestyle Store, along with the introduction of the first MCM Café in Thailand at EmQuartier, is in response to the growing trend of Experiential Retail that is capturing the attention of the market and new consumer groups worldwide. A report from leading research firm Bain & Company indicates that modern consumer behavior is shifting towards experiential consumption, especially among Millennials and Gen Z, who are the primary customer base for luxury brands today. Highlighting the café as a key feature of the store is part of the strategy to enhance foot traffic and boost brand awareness on social media, as well as to effectively build brand equity.

“Today, it is clear that new consumers desire a space that connects fashion, lifestyle, and relaxation. The café has become an important touchpoint that allows customers to spend more time with the brand and create an emotional connection. The redesign of the MCM Lifestyle Store is not just about retail; it is about creating a long-term brand experience,” said Ms. Salil.

The new MCM Lifestyle Store draws inspiration from Bauhaus, a legendary design movement, merging it with contemporary lifestyle elements that emphasize modernity, functionality, and simplicity. The in-store experience is elevated by incorporating the MCM Café as a central feature, characterized by soft beige tones, tone-on-tone materials, and geometric elements that clearly reflect the DNA of Bauhaus. The MCM Café bar counter serves as the focal point, showcasing the brand's identity through Visetos patterns and custom-designed furniture for this store, creating an atmosphere conducive to relaxation, check-ins, and enjoying the various MCM collections.

Ms. Salil emphasized, “The key to modern retail is creating emotional connections. We do not view MCM merely as a leather goods or fashion brand, but as a symbol of a modern lifestyle. Opening the MCM Café in this new store is a strategy aimed at providing a more tangible experience, expanding our role from a fashion brand to a Luxury Lifestyle Platform that meets the needs of new consumers seeking a space that reflects their tastes, identities, and lifestyles all in one place.”

Combining a fashion store and café in one space at MCM is a marketing tool that effectively communicates the brand's identity through taste, scent, and atmosphere, which is expected to help expand the customer base to new groups seeking exclusivity in their lifestyle.

Experience a new shopping format today at MCM Lifestyle Store, EmQuartier, G Floor, Helix Zone. Stay updated and find more information at:

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