MCM Patricia

MCM, the German luxury accessories brand owned by a Korean family, is hugely popular with young Chinese, Koreans and U.S. hip hop artists. In Japan, it was once more famous than Louis Vuitton but in recent years it simply disappeared. To make a comeback, MCM created a popup store featuring the Patricia, a small crossover bag that can be customized with a myriad of colorways. To raise awareness of its European heritage and elegance in design, I created a simple short film featuring the Patricia's many colors and European roots, as the center piece for the popup store.