MCM x Tobias Rehberger: Art You Can Carry
MCM‘s new school is brassier and studlier, hanging perfectly off the shoulders of The (charmed) Youths, street-style icons and everyone in between. But the highly ‘grammable logo—developed at the height of Munich’s ’70s creative renaissance—hasn’t veered too far off course since the Cognac Visetos pattern became the famed Cognac Visetos pattern.
Enter Tobias Rehberger: former punk kid, award-winning German multimedia artist and master of reimagining familiar spaces and forms into sculptural installations that often defy categorization.
Black Box Lounge at Leeum, Samsung Museum of Art. Photo: Leeum_Official Instagram
MCM is getting back to its Bavarian roots with a limited-edition artist collaboration with the Venice Biennale and Art Basel favorite, catapulting the iconic logo into new, graphic dimensions.
And now, a few off-the-cuff musings from the renowned artist himself [via MCM] on inspiration, key memories and ’80s-era Munich:
“This collection is about the history of MCM—how MCM created a strong brand identity by making patterns that only consist of logo repetitions. I played around with that idea and reinterpreted it with a redesigned logo rendered in stripes. Instead of repeating the logo as a pattern, I decided to print one big logo all over the bag.
“Since I come from more of a punklike background and an MCM handbag in the ’80s was the exact opposite of a dirty, spray-painted leather jacket, I thought it could be interesting. I remembered somebody having this typical blue [MCM] logo on his white leather Porsche seats in my parents’ neighborhood. That was so funny. So I thought I’d give it a go.
“The brand always reminds me of Munich in the ’80s and the Schwabing disco scene…. I was rather the opposite—but I was also very attracted to the hedonism of that scene. A bit of love and hate. A bit of schizophrenia. The girls with the MCM bags always looked better.”
These high-octane, limited-edition pieces will be ready for your shopping cart on March 28. But if you’re in or around Miami on Thursday, March 24, drop into our Aventura store between 2 and 5pm to celebrate the launch of the kinetic new collection. Come for the bubbly, bites and booths (of the photo variety); leave with a Rehberger.
SHOP: current-season MCM