MCM stages Pauli live gig at London store

By

Sandra Halliday

Published
Apr 30, 2021

MCM found an interesting way of attracting consumers back to its stores with its London location having hosted DJ and musician Pauli for a live performance at the Mayfair boutique.

The German label provided a bespoke drum kit emblazoned with its logo with Pauli including dance and DJ-ing in the performance.

Pauli said he wanted “people to be lost in the moment” and to feel “that collective heartbeat” after all the isolation of the past 14 months.

And MCM EMEA President Eric Erhardt added that “self-expression, movement and travel are intrinsic to the DNA of the MCM brand, and after a year that saw the world be abruptly confined, we wished to celebrate the special vibrancy of London and the start of a return to in person experiences”.

The performance came as London retailers worked hard to maintain the high level of footfall that was seen as English non-essential stores were allowed to reopen.

The initial rush was followed by a dip, but footfall has managed to stay relatively high, even though central London is still missing the all-important international tourists and office workers on which it previously relied.

Springboard said that in the second reopening week, footfall dipped nearly 5% compared to the first week but managed to be down ‘only’ 56.7% compared to the same week in 2019. That’s much better than previous falls that added up to more than 80% after reopening last year.