A flamboyant double-decker bus appeared in London's Canary Wharf on Monday. Emblazoned with the Cognac Visetos logo, colored golden brown and featuring the monogram of the German fashion brand MCM, the Routemaster cruised through the city's business district. Inside, it was filled with the brand's latest collections and video clips showing its fashion shows.
"It's a kind of a moving flagship store. We wanted to express what the brand stands for by using the bus to represent a dynamic image of travel and mobility in the heart of London," said Kim Sung-joo, chairwoman and CEO of Sungjoo Group and MCM Holdings. "We wanted to shed the staid image of a luxury brand."
Founded in Munich, Germany, in 1976, MCM was taken over by the Korean firm in 2005 and currently runs over 270 outlets in more than 30 countries.
After having a press preview in London's Wellington Arch on Tuesday, the bus will operate three to six times a day. The 25-seater will stop by major tourist attractions and spots in London during its month-long run, which will culminate at the end of the two-week-long London Olympic Games on Aug. 12.
Asked why she chose London given that the company usually focuses its attention on the Asian market, Kim said, "The Olympics are a key reason, as the London Games are grabbing the world's attention. But, most of all, we're focusing on London's diversity."
"A lot of Asia's nouveau riche stay in London for study or business, making the city a perfect place to effectively promote our brand."