This Spring 2021, the German luxury fashion house MCM announces the launch of its new signature fragrance accompanied by a global communications campaign entitled Travel Beyond. It is the first-ever beauty commercial leveraging virtual production and filmmaking using technology from the gaming world namely Epic Games’ Unreal Engine, the same technology that powers Fortnite™
The campaign and fragrance capture the essence the brand’s DNA of travel, introducing a transcending journey inspired by the ingredients. Vibrant raspberry and hand-picked jasmine are refined with clean woods and sheer Ambrox° Super, presenting a spirited floral woody aroma which remixes classic perfumery with novel blending technology. Travel Beyond nods to the fragrance’s artisanal composition by seamlessly blending virtual and natural worlds into a metaverse where emotion meets the elements.
Shot in Brooklyn, New York, the immersive experience takes consumers on a voyage of exploration and discovery inspired by MCM’s iconic backpack: an eclectic tribe moves through time and space as the backpack morphs from a hands-free leather good into an iconic bottle, conveying the mood, attitude and feeling of freedom, from movement to expression. The campaign juxtaposes exciting urban jungle cityscapes with serene cyber-scenery, through dynamically digitized visuals.
“Emotion is the epicentre of all journeys and destinations. For MCM, a brand with a strong travel heritage, we wanted to conceptualize our DNA of mobility through a fragrance that captures the essence of discovery – from sentiment to scent. Our consumer is not confined by rules, gender, boundaries or location — travel is their creative expression. The MCM fragrance joins them on their journey across imaginary, physical and digital domains.” – Dirk Schoen berger, MCM Global Creative Officer.
The campaign connects the contradictions of luxury and street style, heritage and modernity, individuality and tribe — which all come together in the scent. It features a bright young group of interconnected talent. Senior Perfumer Clément Gavarry of Firmenich, artisan of the fragrance, was “inspired by tribes of fearless free thinkers and sought to design a sustainable blend of classic and modern elements that fuse together to create an attitude of unbridled optimism and powerful connection.”
“A one-of-a-kind design that has no precedent, the MCM Eau de Parfum bottle pays homage to the classic backpack. The top handle, subtle studs, flat front pocket and iconic Cognac Visetos logo pattern come together in a sophisticated and show-stopping design, representing an unmistakable synergy between fashion and fragrance,” said Baerbel Bureick, Chief Marketing Officer, Inter Parfums, Inc., the global licensee for MCM fragrance.
Jean Madar, Chairman and CEO, Inter Parfums, Inc. stated, “Over a year in the making, the result of our collaboration with our MCM partners elevates fragrance, packaging, and marketing to a rarefied summit within our industry. Together we accomplished what we set out to accomplish, namely to fuse luxury with an expressive spirit of originality and optimism, and we can all use an infusion of optimism at this time.”