The German luxury fashion house MCM announces the launch of a new signature fragrance and its accompanying global campaign titled Travel Beyond, which utilizes breakthrough technologies from the world of computer games. The advertising campaign and fragrance reflect the brand's travel concept. It's a journey beyond, inspired by perfumery ingredients. In the new energetic floral-woody scent, bright raspberry and hand-picked jasmine are complemented by pure woody notes and Ambroxan (Ambrox® Super). In the 'Travel Beyond Reality' campaign, virtual and real worlds seamlessly blend in the metaverse, where emotions meet the elements. "Emotions are the epicenter of travel and destinations. Creating a fragrance for MCM, a brand with a powerful heritage linked to travel, we wanted to emphasize our concept of movement, to convey the very essence of discovery - from emotions to fragrance. Our clients are not limited by rules, gender, borders, or location. Travel is their creative expression. The MCM fragrance accompanies them on their journey through imaginary real and virtual realms," says Dirk Schoenberger, MCM's global creative director. The advertising campaign merges luxury and street style, heritage and modernity, individual and collective. These contrasts are also present in the fragrance itself. Its creators are a group of bright young talents. Perfumer Clément Gavarry notes that his source of inspiration was the "tribe of fearless and free-thinking" young people. He aimed to find "a sustainable combination of classic and modern elements, creating an atmosphere of unrestrained optimism and powerful interconnection".
The German luxury fashion house MCM announces the launch of a new signature fragrance and its accompanying global campaign titled Travel Beyond, which utilizes breakthrough technologies from the world of computer games. The advertising campaign and fragrance reflect the brand's travel concept. It's a journey beyond, inspired by perfumery ingredients. In the new energetic floral-woody scent, bright raspberry and hand-picked jasmine are complemented by pure woody notes and Ambroxan (Ambrox® Super). In the 'Travel Beyond Reality' campaign, virtual and real worlds seamlessly blend in the metaverse, where emotions meet the elements. "Emotions are the epicenter of travel and destinations. Creating a fragrance for MCM, a brand with a powerful heritage linked to travel, we wanted to emphasize our concept of movement, to convey the very essence of discovery - from emotions to fragrance. Our clients are not limited by rules, gender, borders, or location. Travel is their creative expression. The MCM fragrance accompanies them on their journey through imaginary real and virtual realms," says Dirk Schoenberger, MCM's global creative director. The advertising campaign merges luxury and street style, heritage and modernity, individual and collective. These contrasts are also present in the fragrance itself. Its creators are a group of bright young talents. Perfumer Clément Gavarry notes that his source of inspiration was the "tribe of fearless and free-thinking" young people. He aimed to find "a sustainable combination of classic and modern elements, creating an atmosphere of unrestrained optimism and powerful interconnection".
MCM – founded in 1976, is a fashion house and luxury accessories brand. Its philosophy is defined by the cultural spirit of the time and German heritage, with a focus on functional innovations, including the use of advanced technologies. Today, MCM embodies a bold, rebellious, and ambitious spirit. The driving force of MCM is centered on deconstruction, revolutionary updates of classic design, and the use of futuristic materials. The brand appeals to the 21st-century generation – dreamers, creators, and 'digital natives.' The MCM audience possesses inner strength and is not confined by gender and age, rules, and boundaries. Currently, MCM products are distributed online and in 650 stores worldwide, including Munich, Berlin, Zurich, London, Paris, New York, Hong Kong, Shanghai, Beijing, Seoul, Tokyo, and more.
