MCM (Modern Creation München) is a globally renowned luxury brand, known for its "Visetos" pattern, which consists of laurel leaves symbolizing victory, valor, and honor.
Last November, a collaboration with MEDICOM TOY saw the release of a "BE@RBRICK 100% & 400% Set," featuring the Visetos pattern printed all over and finished in the brand's signature cognac color, which garnered significant attention. Now, new releases include a chrome version of the 100% & 400% set, and a 1000% size BE@RBRICK. To commemorate this, we spoke with Mr. KAI Ri, Vice President of MCM FASHION GROUP JAPAN.

— Could you please reintroduce MCM to our readers?

Vice President KAI(Hereafter, KAI) MCM is a global luxury lifestyle brand founded in Munich, Germany, in 1976. We inherit Germany's history and traditions while advancing product development with cutting-edge technology. To this day, we have maintained a unique style, drawing inspiration from music, art, travel, and technology, and reinterpreting classic designs with a fresh perspective, unconstrained by conventional ideas.

MCM currently operates over 650 boutiques in more than 40 countries worldwide, including Munich, Berlin, Zurich, London, Paris, New York, Hong Kong, Shanghai, Beijing, Seoul, Tokyo, and the Middle East, in addition to its online store.

— MCM is often associated with luxury bags, but in recent years, items with studs have become popular among young women. Could you tell us about your current main products and those popular with a specific generation?

KAIThe "Stark" backpack, characterized by its studded design, has always been popular. More recently, the "Munich" tote bag with its distinctive embossed logo, and the compact "Aren" have also gained popularity. Additionally, our French bulldog-shaped charms for bags are popular across all age groups and are a prime example of items that sell out immediately upon arrival.

The "Travia" wallet, adorned with gold hardware, is also a strong seller in our small leather goods category. Furthermore, our fragrance, launched for the first time last year, garnered significant attention upon release, and the new fragrance launched in the second series has also achieved worldwide popularity.

MCM launches a large number of items each season, so best-selling products often become popular not just in Japan but globally. Our approach of not targeting specific age groups or demographics has proven effective, leading to the brand being loved by a wide range of ages and genders, which I believe is our current brand status.

— MCM is very popular in Japan. What kind of store expansion and promotional activities have you undertaken for the Japanese market?

KAIRegarding boutique openings, we proceed cautiously after thorough research and close consultation with our headquarters. Currently, our standalone stores are concentrated in the Ginza area, adopting a luxurious and avant-garde concept. For department store boutiques, we carefully select locations that allow for the scale and product lineup to express the brand's world, and we are proceeding with openings accordingly. We believe this meticulous brand control helps maintain our brand strength at a high level.

We also focus on visual communication for global launches, primarily through social media. Concurrently, we engage in product promotion tailored to the local market, with the support of celebrities and public figures who are vocal fans of the brand. We receive significant brand support from celebrities. Recently, we collaborated with Kento Mori on a performance utilizing cutting-edge digital technology "XR," which we believe has helped us establish a unique position within the Japanese fashion scene.

— Since September, a collaboration with PUMA, the first in four years, has been launched and is generating buzz. What is the significance of collaborations for MCM?

KAIWe are very selective when choosing collaboration partners. The fusion of our creations means that the elements we combine must be unique, resulting in fresh products that delight our fans. We often proceed after verifying all aspects, including sales potential. While we are fortunate to receive many offers both domestically and internationally, we tend to collaborate with avant-garde brands and designers with high creative minds that can leverage the MCM identity. This includes collaborations with other brands, as well as actively working with artists such as Christopher Raeburn, Tobias Rehberger, and Eddie Kang, which is also a characteristic of MCM.

I also currently serve as the representative of Phenomenon. In 2010, we collaborated with MCM on "MCM by PHENOMENON," which led to MCM's acquisition of the brand in 2014. Since 2021, it has evolved into a permanent brand under the name P+M. This is a prime example of a collaboration that sparked a venture and led to its evolution.

— What led to the collaboration with MEDICOM TOY for the BE@RBRICK release?

KAIIn 2018, I received three BE@RBRICKs as gifts from ELLY of Sandaime J SOUL BROTHERS. I immediately loved them and consulted with my close friend, Mr. Takeshi Osomi, who is also a designer at Phenomenon, about whether we could collaborate with MCM on product creation. As it turned out, Mr. Osomi had a prior relationship with MEDICOM TOY, which facilitated a smooth introduction.

For the model released last year, Mr. Osomi provided a great deal of advice, particularly on the conceptualization. Amidst our trial and error, Mr. Osomi passed away, and for a time, I considered canceling the project. However, as you know, we were able to bring it to completion. It is truly thanks to Mr. Osomi that we were able to release the previous model.

The process from concept to sale took much longer than most people imagine. We went through numerous sample prototypes, and the timing for achieving the desired quality led to the first release in 2021. On the release day, many people came to our Ginza boutique to purchase them, and the resulting queue was a testament to MEDICOM TOY's efforts. After the Ginza launch, we also held a POP-UP event in Shin-Okubo, which sold out completely on the first day – an unforgettable event. Based on this success, we wanted to partner again and create another product, which is the primary reason for developing this current model.

— Could you share some episodes from the BE@RBRICK production process, such as the color, design, and finish?

KAIFor the 100% and 400% models, we frankly conveyed to MEDICOM TOY the core points of MCM's identity: a dazzling color scheme, a design approach befitting a luxury brand with abundant Visetos logos, and the use of high-quality materials, reflecting our brand's emphasis on leather products.

Similar to the first release, we selected ABS resin, which is commonly used for BE@RBRICKs. However, through the coloring and finishing techniques, we achieved a luxurious and glittery mood. The finish is mirror-like, and we are eagerly anticipating its release. For the 1000% model, a first for us, we conveyed the design using the cognac color from the first release. This one has a matte finish, creating an approach that is the complete opposite of the 100% & 400% models. We hope you'll pay close attention to this contrast.

For all sizes, the boxes feature a special design inspired by MCM's luggage pattern, imbuing the product with the brand's essence down to the smallest details.

— Who is the target audience for this BE@RBRICK?

KAIWe hope that not only our brand fans but also people from all over the world, regardless of age or generation, will pick it up. The new color gives the BE@RBRICK's cute appearance a glittery expression, which should beautifully adorn personal spaces. It would make a wonderful gift for oneself, a friend, or a partner, making it perfect for the holiday season. The 1000% model might be considered a unique piece for collectors (laughs). Both are special items, and our greatest wish is that they are cherished by those who truly appreciate their value.

— You've produced BE@RBRICKs this time, but are there any other collaborations you'd like to pursue with MEDICOM TOY in the future?

KAICurrently, we use ABS resin, but we are already envisioning future BE@RBRICK creations that incorporate luxurious materials and unprecedented detail and design approaches.

MCM's roots lie in luxurious and impactful luggage products. We believe that by translating this essence into BE@RBRICK, we can create products that will delight people worldwide. While I cannot disclose details at this moment, we are also considering implementing ideas for BE@RBRICKs using rare materials within Phenomenon. We hope you will look forward to the appearance of various items, including sequels to MCM and new releases from Phenomenon.

— Finally, could you tell us about MCM's plans for 2023?

KAIWhile our brand is strongly associated with luxury luggage and leather goods, we plan to continue offering products that enrich lifestyles. You will see many items that differ slightly from our traditional brand image, such as fragrances, which have been popular in recent years, and interior items designed for outdoor settings.

In particular, 2023 is set to be a year of dramatic changes in our product lineup. The items we will be releasing feature a wealth of novel approaches, with products that are poised to redefine our conventional brand image.

Furthermore, we plan to implement avant-garde customer engagement strategies that blend the virtual space of the metaverse with the physical world. We are also considering the adoption of NFTs, which are currently gaining attention, particularly for collaborations with artists, as a means of protecting copyrights. Additionally, we are actively pursuing collaborations with local designers, benefiting both the brand and the designers. We hope you will look forward to MCM's new collection next year, which will feature a more multifaceted approach than ever before. Thank you.

BE@RBRICK MCM WHITE CHROME Ver. 100% & 400%
Size | Approx. 70mm / 280mm tall
Sales Method | Available at MCM domestic directly managed stores, MCM official online store, MEDICOM TOY directly managed stores, and online stores.
Release Date | Scheduled for release in December 2022
Price | ¥35,200 (tax included)
※ As this is a limited edition product, sales will end once inventory is depleted. 
BE@RBRICK TM & ©️ 2001-2022 MEDICOM TOY CORPORATION. All rights reserved.

BE@RBRICK MCM 1000%
Size | Approx. 700mm tall
Sales Method | Available at MCM domestic directly managed stores, MCM official online store, MEDICOM TOY directly managed stores, and online stores.
Release Date | Scheduled for release in December 2022
Price | ¥107,800 (tax included)
※ As this is a limited edition product, sales will end once inventory is depleted. 
BE@RBRICK TM & ©️ 2001-2022 MEDICOM TOY CORPORATION. All rights reserved.