From Disco to the Metaverse: Dirk Schönberger Reimagines MCM

The German luxury fashion house MCM got its start during the
hedonistic 1970s in Munich, Germany. Now it enters a new era
under the leadership of global creative officer Dirk Schönberger.
He has revamped the logo, created partnerships with breakthrough
artists and is taking the brand into a new realm, the metaverse.


“We're creating virtual worlds instead of big sets for campaign
shoots, and creating partnerships with online platforms where you
can dress your avatar in our clothes. And this is only the
beginning,” he tells host Pari Ehsan, on Episode 2 of Season 3 of
Rodeo Drive: The Podcast. “What is really important is to use the
metaverse as a space of co-creation,” he adds, saying that today
brands need to bring their customers into the design process.


Field Correspondent Jason E.C. Wright visits the MCM flagship
store with Kathy Gohari, president of the Rodeo Drive Committee,
and together they analyze the updated Stark backpack and München
tote as well as the ubiquitous MCM logo, visible on all clothing
and accessories, now in both the original Visetos logo and the
new Cubic Monogram version created by Schönberger. It appears on
fabrics in bold color or subtle shades.


“You're able to turn the brightness meter up and down,” says
Wright, who grew up with MCM as part of the hip hop generation.
“This is not a revolution. It's an evolution,” says Gohari.


Music is core to MCM’s identity and Ehsan talks with Schönberger
about his collaborations with young artists, including Billie
Eilish, Missy Elliott and now iann dior. The goal, says
Schönberger, is authentic connection with the artists and an
attitude and point of view that feels right. “I want disruption.
I don't want a conservative point of view. I don't just want to
buy a name and connect it to the brand.”


Season Three of Rodeo Drive – The Podcast is presented by the
Rodeo Drive Committee with the support of the City of Beverly
Hills, The Hayman Family, Two Rodeo Drive, Beverly Wilshire, A
Four Seasons Hotel, the Beverly Hills Conference & Visitors
Bureau, and MCM.


Listen to Rodeo Drive – The Podcast and subscribe, rate and
review wherever you get your podcasts.


Watch moments from the series on YouTube.


Check back in regularly for what’s next in the series.


Season Three Credits:


Executive Producer: Lyn Winter


Host: Pari Ehsan


Field Correspondent: Jason E.C. Wright


Scriptwriter and Editorial Advisor: Frances Anderton


Editor and Videographer: Hans Fjellestad


Theme music by Brian Banks


Production Assistant: Grace Fuh


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