The event strategy revolved around creating a 360‑degree experience that blended physical and digital worlds. MCM transformed the store with immersive set‑ups and curated a programme of panels, activations and public viewing. All activities were designed to produce engaging photo and video content for social platforms and to celebrate women’s empowerment through sport, fashion and self‑expression. Inviting talent, athletes and influencers ensured that the storytelling extended well beyond Zurich and reached global audiences across digital channels.

Innovative Activations: 

Panel talk “Style, Business & Impact”
High‑profile women from sport, business and fashion discussed equality, leadership and personal stories with a professional host. The conversation generated premium video clips and reels for social media and PR.

The panel featured:
Ana Markovic – one of Europe’s most recognized female footballers
Valentina Maceri – star TV presenter and sports journalist
Katharina Kiel – Sporting Director at Eintracht Frankfurt
Jasmina Covic – the leading female agent in European football

Fashion editorial & styling corner
The store became a live shooting set featuring dynamic props and styling sessions. This activation produced hero photos, BTS clips and storytelling content while showcasing MCM products

WIZDOMBLENDZ x MCM — “The Bold Blend Challenge”
One of the most talked-about activations at the Empowered to Play event was the collaboration with Wizdomblendz — Europe’s most renowned barber creator, known for his wild transformations and viral street-style content. To bring a bold, unexpected energy to the Women’s Euro 2025 experience, Wizdomblendz set up an exclusive pop-up barber zone in front of the MCM store. Random people on the street and event guests were given the chance to roll a dice to determine which crazy haircut they’d receive — from sharp fades and bold lines to custom MCM-inspired hair designs.
Anyone who took the leap and got their “Bold Blend” walked away not only with a unique look but also with an exclusive MCM product — turning a daring haircut into an unforgettable brand moment.