For the longest time, strong monograms within fashion houses have been critical in cementing a brand’s heritage and promoting its universality. The largest luxury brands in the world are widely known for their iconic monograms, as witnessed with Burberry’s ‘TB’ monogram and Fendi’s ‘FF’ monogram. This is no exception for the American fashion label Marc Jacobs, whose monogram print is widely recognised across the world and is a signature motif of the brand.
In a striking lemon yellow, the monogram print was plastered across the ground and walls of the piazza and walkway leading up to Taikoo Li Sanlitun—a luxury shopping mall in Beijing. This activation—that kicked off on 17 April—sees the American brand celebrating the youth culture and unabashed street style prevalent in China’s metropolitan capital.
An afternoon opening party was held to generate social buzz, and saw fashion press, influencers and other guests from regional countries in Asia fly down to enjoy this intimate and interactive affair. Smiley faces were infused within the larger-than-life monogram wrap, championing a sense of rebelliousness and individuality. A dazzling skatepark resembling a cornucopia in stature stood tall in the centre, accompanied by a DJ booth with live hip hop remixes and contemporary tunes. There were also graffiti works displayed sporadically around the venue, recapitulating the edge and insouciance of the activation.
To kick off the event, Marc Jacobs invited local skaters from all over Beijing to showcase their skateboard wizardry, putting on a captivating performance for attendees. The skaters rallied up in groups of four, taking turns to compete in a skate-off that featured adrenaline-rushing tricks and stunts. This was accompanied by a DIY skateboard corner where guests could have a go at spray painting their own boards in shades of cyan blue, cadmium yellow and jet black, personalising it to their individual artistic preferences.
Famed Thailand actor, singer and dancer Mike Angelo made an appearance for the launch of the activation, sporting a classic light-wash denim jacket and denim pants emblazoned with the distinct monogram pattern. He carried the Marc Jacobs tote–a signature bag of the house—in a medium denim iteration that was entirely decorated in the logo. Apart from Angelo, there were also other local influencers present including the likes of weibo stars Sunnie Sun and A Gua.
Marc Jacobs also partnered with Korean bakery Butterful & Creamorous, a lauded bakery popular for their delactable selection of pastries and roasted coffee. Each guest was given a coupon upon entry that could be used to redeem an exclusive set of snacks and drinks, the perfect complementary refreshments to end off the event on a high note.
The Marc Jacobs Sanlitun monogram skatepark is open to public from now till 14 May 2023. Click the link here to access Marc Jacob’s online shopping catalog, available to purchase through Whatsapp.