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MCM x Tiffany limited edition for Valentine's day
1.
2. Mission
and
Goal
• Project:
Create
a
limited
edi4on
of
MCM
for
an
event
• Goal:
Use
business
and
strategic
toolkit
to
analyze
MCM,
understand
how
to
make
sense
of
the
design
for
a
brand
3. Brand
Introduc4on
• Germany
luxury
brand
founded
by
Michael
Cromer
in
Munich
in
1975
MCM
4. Mode
Crea4on
Munich
• Chairman
and
CEO:
Sung-‐Joo
Kim,
since
2005
• Designer:
• Michael
Michalsky
• Offices
in
8
countries
with
over
70
bou4ques
worldwide
6. Vision
• Life
is
a
journey
• The
art
of
travel,
the
spirit
of
adventure
• Provides
the
ul4mate
luxury
accessories
to
the
most
discerning
interna4onal
voyagers
• Evoking
the
romance
of
travel,
believes
in
stylish
func4onality
and
understated
sophis4ca4on
7. Mission
• Innova4on
and
neo-‐
classical
design
• Master
in
tradi4onal
craZsmanship
• Create
a
luxury
accessories
to
interna4onal
travellers
9. Core
Values
• Its
roots
lie
in
the
ar4sanal
exper4se
of
German
craZsmanship,
constantly
redefined
by
modern
lifestyle
10. Core
Values
• Each
piece
is
the
work
of
fine
craZsmen
assembling
superior
materials
with
the
utmost
care
11. Core
Values
• Every
product
is
personalized
by
a
brass
plate.
• A
work
of
art
12. Peripheral
Values
• The
craZsmanship
is
modern,
young
and
sporty,
built
with
a
fine
mastery
skill
and
4meless
designs.
13. Core
Consumer
Profile
• Gender:
men
and
women
• Age:
no
limita4on
• Profession:
professional
and
casual
• Personality:
trendy,
sporty,
adventurous,
ambi4ous
14. Main
Trends
• Target
global
professional
men
and
women
• More
stylish,
youthful
and
sporty
• Roman4c
journey
• Innova4on
15. • Leather
Travel
Goods
– Superior-‐quality
leather
travel
goods
for
the
world’s
seasoned
travellers.
• Stylish
and
func8onal
pieces
– Handbags,
small
leather
goods,
luggage
and
clothing
• Other
products
– watch,
jewelry,
perfume
and
glasses
16. Significant
Events
• MCM
Brand
Experience
in
London(7th
to
15th
July
2012)
– The
third
phase
of
illustrious
Modern
Mobility
Project
at
the
heart
of
the
UK’s
grand
Metropolis.
17. Significant
Events
• MCM
Brand
Experience
in
London(7th
to
15th
July
2012)
– Interact
and
share
informa4on
about
the
brand
with
Bri4sh
locals.
18. Significant
Events
• Live
CraZsmanship
Exhibi4on
at
Harrods
(24th
and
25th
November
2012)
– ”handmade
in
Germany:
The
Art
of
CraZsmanship”
20. • Cognac
Visetos-‐durable
and
waterproof
leather
for
business,
for
leisure
and
for
travel.
• Mainly
luggage
goods
and
leather
collec4on.
• Printed
with
many
MCM
logos,
which
always
remind
customers
the
meaning
of
this
logo
and
the
mission
of
the
brand.
Iconic
product
21. • Backpack
– The
most
popular
of
the
fashion-‐obsessed
– Celeberi4es
like
Big
Sean,
Beyonce,
Rick
Ross
and
Jus4n
Bieber
has
been
indulging
in
the
trend.
22. Products
– Evening
bag
– Limited
edi4on
of
2012
Christmas
– Inspired
by
luxurious
accessories
of
crystal
chandelier
– Colorful
Swarovski
crystals
– Shape
of
“M”
24. Blog
news<
The
Queen
of
Bahrain
Visits
Our
London
Flagship
Bou4que>
They
use
a
noble
people
as
a
typical
customer
to
say
that
they
make
product
for
aristocrat.
So
unique
becomes
one
of
MCM’s
traits.
The
approving
of
a
Queen
means
the
product
is
qualified
by
the
noble
people.
Communica4on
25. Event:
Vougue
Fashion’s
Night
out
with
MCM
Ø MCM
Celebrates
VOGUE
Fashion
Night
Out
in
Shanghai
.
27. Semio4c
Analysis
Ø Logo:
Ø The
laurel
leaves
is
evergreen
tree
represent
the
victory
and
honor
from
Greek
legend.
Ø Crea4vity
–Laurel
leaves
were
commonly
put
under
pillows
at
night
to
gain
inspira4on
through
dreams
and
its
intoxica4ng
proper4es
are
associated
with
prophe4c
and
poe4c
inspira4on.
Ø Cleansing
and
Magical
Anributes
-‐
Laurel
leaves
surrounded
the
temple
of
Apollo
to
cleanse
the
soul
before
entering.
It’s
associated
with
purifica4on
and
was
seen
as
a
plant
with
powers
of
immortality.
28. Ø Achievement
-‐
It
has
long
been
a
symbol
of
victory.
Laurel
was
given
as
a
symbol
to
the
winner
in
Pythian
games.
Ø The
diamond
represent
strength
and
durability.
29. Ø Myth
beginning
of
the
belief:
Greek
Mythology—the
laurel
leaves
Ø Rituals
brand
deep
behavior:
Ø create
permanent
classic
and
success
Ø Signs
symbolism
in
design
language:
the
lener
M-‐
represents
its
cradle-‐Munich;
with
the
laurel
leaves
Ø Engrave
logo
on
the
golden
brass
plate(or
even
the
users
name
engraved),each
product
gets
one
brass
plate
,
like
the
medal
for
victory
Ø Vision
MCM
conveys
the
feeling
of
success
in
permanent
classic,
elegance
and
u4lity
through
the
Bavarian
premium
craZsmanship
Ø With
the
integra4on
of
modern
design,
represents
the
crea4vity
and
breakout
of
MCM
30. Legend
Ø We
chase
bener
life
and
victory
with
our
hope
and
love.
And
laurel
leaves
are
evergreen
which
represents
the
endless
vigor
and
success
.
Ø MCM
can
con4nually
create
its
victory
from
its
fabulous
history
and
keep
in
the
leading
place
of
luxury
travel
products.
31.
32. Event:
Valen4ne’s
Day
• Main
codes
of
this
event:
-‐
A
roman4c
day
-‐
A
meaningful
giZ
can
represent
the
commitment,
love
and
wishes
33. Main
codes
of
the
chosen
brand
• Roman4c,
exquisite
and
classic
• Heart-‐
shape
lock
• Lock
your
heart
and
your
love
• Tiffany
blue
34. Contact:
classic,
4meless
design,
roman4c
MCM
product,
to
some
extent,
carries
and
keeps
memory
of
trip.
Imaging
on
the
blue
ocean
under
an
azure
sky,
travel
with
your
love(
like
honeymoon)
is
the
most
roman4c
thing.In
order
to
keep
these
precious
memories,
Tiffany
lock
can
surely
be
a
perfect
guardian
to
seal
all
these
beau4ful
affec4on
for
the
love
and
make
a
commitment
to
each
other.
• Differences:
In
visual
iden4ty(VI),
MCM’s
color
is
dark
and
brown;
Tiffany’s
color
is
white
and
blue.
It
is
kind
of
risk
to
make
a
visual
link
and
integrate
each
other
in
design.
35. Connected
to
the
exis4ng
Vision
It
con4nues
and
enriches
the
theme
“life
is
a
journey”-‐-‐no
maner
the
journey
or
real
life,
going
with
love
would
be
the
most
perfect
journey.
Meanwhile,
exquisite
handicraZs
and
limited
customiza4on
are
also
make
people
fascinated.
The
co-‐brand
with
Tiffany
special
for
Valen4ne’s
day,
which
is
the
best
connec4on
with
romance
and
love.
36. Contribute
to
the
exis4ng
mission
• Meet
and
create
the
fashion
trend
• make
a
difference
on
the
exis4ng
image
of
products
• A
exquisite
craZsmanship
from
Tiffany
also
can
enhance
the
user’s
feeling
of
premium
and
exclusivity.
37. To
reach
this
objec4ve
successfully
The
exquisite
handicraZs
represents
a
modern
way
of
life
and
a
life
astude
of
yearning
for
freedom
and
the
pursuit
for
self.
38. Connect
to
Myth
• MCM:
Laurel
leaf
from
Greek
mythology
• To
the
life,
love
is
the
greatest
emo4on
for
human.
Possessing
love
is
one
of
our
achievements
in
life.
•
39. Connect
to
Ritual
Love
is
the
highest
prize
for
our
endeavor
in
our
life
journey.
Tiffany
lock
is
the
best
material
prize
and
proof
for
love.
40. New
Legend
• Create
a
perfect
travel
no
maner
spiritually
and
materially.
Possessing
love
symbolizes
an
achievement
in
spirit.
Travel
is
a
material
success.
So
travel
with
your
love,
it
is
the
perfect
thing
for
life.
42. Design
descrip4on
Main
elements:
:
chic
street
style
mixed
with
vintage
and
a
linle
decora4onism
style,
embroidery
or
printed
lace/vintage
panern
on
fabric
or
PVC,
with
studs
decorated,
Plan4no
metal
plate
with
MCM
logo
Closure:
Tiffany
heart-‐shape
lock
Color:
White
as
bonom
color,
Tiffany
blue
in
panern,
trimming,strip,zip
and
lining,
plan4no
chain
strip
Materials:
White
vernice/calf
skin,
ivory/
plan4no
round
studs,
PVC
