CHINA. German luxury lifestyle brand MCM has opened a new store in Beijing Capital Airport Terminal 3 in partnership with Beijing Capital Airport Commercial & Trading Co (ACT).
The store, opened on 18 January, is located in the domestic departures zone and offers 51 sqm of retail space.
The shop offers MCM’s complete fashion, luggage, footwear and accessories range. The retail space highlights MCM’s bold aesthetic and features touches of gold and plenty of industrial elements.
The brand has also introduced new digital in-store features such as augmented reality technology, which can be used via screens and LED screens.
The opening underlines the German lifestyle brand’s increasingly Chinese-focused travel retail expansion strategy.
As reported, MCM opened two standalone boutiques in key Chinese airports last year. In September, the brand inaugurated a new shop at Beijing Daxing International Airport’s domestic departure hall (look out for our special eZine dedicated to Daxing, out soon). This was followed by another opening in the airside area of Haikou Meilan International Airport’s domestic terminal in Hainan at the end of October.
