MCM, a German luxury leather goods brand, has opened a new pop-up store in the bustling neighborhood of Hongdae in Seoul, aiming to become a leader in not only fashion but also cultural promotion.

The store is housing MCM’s culture and arts project, aka the Kunst Project, until December. The first two floors will sell the brand’s products while the third floor has been transformed into a space displaying the works of star photographer Oh Joong-suk.

Since its opening on Aug. 7, the store has attracted more than 1,000 customers with various promotional events, exhibitions and cultural activities.

MCM has been continuing its Kunst Project since 2014, in a bid to reach out to younger customers, offering them unique exhibitions, while granting artists a platform to communicate with the public.

Local artists including tattooist NOVO, media artist Ko A-jin, toy artist Lefty Kwon and plastic artist Cho Jae-young among others have participated in the company’s project so far.

By Sohn Ji-young (jys@heraldcorp.com)