MCS – The refinement of a rustic style

‘A raw but refined space’ in the fashion backdrop of Pitti Uomo in Florence. Impossible? Not for Artes Group International, which accepts the challenge posed by Mcs.

The MCS store features an atmosphere imbued with a golden Western taste, vintage-inspired scenes, desert-effect flooring made with real sand stuck to the floor, the authentic scent of raw wood and metal.

No, it’s not America – it’s the Mcs brand image that materialises in the exhibition space developed from the inside to the outside of the pavilion which hosts both a fashion show area and one dedicated to the display of the collection.  

Unique lighting components emphasise the brand’s link strongly using imagery evocative of nature and freedom of movement.

The technical development, engineering, prototyping, sampling and the creation were done in 23 working days. Artes Group International interpreted the Mcs concept for a space that becomes experience.

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