Giantstep Launches 'MCM M'ETAVERSE' Pop-Up for the Luxury Leather Brand’s 45th Anniversary

Creative technology company Giantstep recently created a mixed reality space celebrating the 45th anniversary of luxury leather goods brand MCM. Introducing the Cubic Monogram collection by MCM, the mixed reality retail experience represents the brand’s journey from past to future, physical to digital, and construction to deconstruction. 

Located on the third floor of MCM Haus in Cheongdam, Seoul, South Korea, the pop-up transports shoppers into a vibrant CG environment where they can experience the MCM M'ETAVERSE in real-time. Before stepping onto the virtual stage equipped with a treadmill, visitors can customize their experience through a selection of 'sound moods' – each coming with its own unique animated environment. The experience also offers the option to record their moment in the limelight and share it on social media. 

Looking to create a stronger connection to Millennial and Gen Z customers, MCM tapped Giantstep for its expertise producing worldbuilding content for the Metaverse leveraging real-time engine technology. As a result, MCM M'ETAVERSE is already drawing attention as Korea’s first branded Metaverse experience presented in an offline store. 

“To mark the 45th anniversary of the founding of MCM, I think it is very meaningful to hold the first project in Seoul that symbolizes MCM's journey and Metaverse,” says MCM global creative director Dirk Schönberger. 

“Giantstep is a company with proprietary technologies in real-time content and XR Live solutions, and will continue to introduce real-time content to the market where you can experience various virtual experiences in real space,” says Jichul Lee, Giantstep executive creative director.