Brutal messages: McQ mixes technology and S&M

The first retail location for the brand is set over three floors, and 3,000 square feet on Mayfair’s Dover Street. Utilising contrasting textures such as sumptuous velvet for furniture, steel columns and polished chrome for shelving units, there is more than a hint of S&M and McQ’s signature street culture mood.

The store was designed by Alexander McQueen creative director Sarah Burton and David Collins Studio, and features two interactive technology applications. On the ground floor visitors are greeted by an interactive Stikus table and billboard screen featuring brand content and imagery, where customers can download look books and view video content on the wall. Gesture-controlled mirrors also enable customers to try on clothes, and photograph themselves in looks that they can then share with friends via social media sites or email.

The McQ store is a good example of how retail is being transformed via digital interactive experiences. For more, read our Tomorrow Store macrotrend.