In Chicago, and throughout the world almost all runways still separate the show from the sale. Guests see the work at full impact, then the moment passes with no direct path to buy. For designers, that disconnect is costly, because the strongest intent exists while the look is still in the room.

MM Productions built m-tags to close that gap. Embedded throughout the space on plaques, pillars, and sponsor activations, they give guests a direct tap point while the look is still live.

From the moment a look hits the runway, a single tap opens MM Productions runway-to-retail destination, allowing guests to buy while interest is still fresh.

Behind the scenes, engagement is measured without compromising guest privacy.

Which is why the destination matters as much as the tap. As it stands, QR codes are the default scan option, but they aren't the most secure, which is why m-tags route every tap to a verified, safe and encrypted destination.

A runway should not end as content alone. It should end as support for the designer who built the work. m-tags bring a verified, encrypted tap point into the venue, with guest privacy protected and destinations kept under MM Productions control. The room stays the source of demand, not just the source of spectacle.