The luxury brand MCM (selling leather handbags from € 500, suitcases and fashion) aims to become a global powerhouse of German luxury. The German-Korean retailer targets sales of US$1 billion by 2020 and is keen to gain a reputation with young consumers. Indeed, 85% of the customers at MCM are identified as Millennials. On February 15th the firm launched a highly innovative store concept located in Berlin’s Torstrasse 74 called “1976 BERLIN”. However, the new store isn’t a store at all. It is a
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