Fashion

Moncler unveils ‘House of Genius’ pop-ups


Italian luxury label Moncler has launched a series of ‘House of Genius’
pop-ups in Milan, Paris and Tokyo, as part of its ongoing strategy to push
the boundaries of innovative customer retail experience by merging “offline
and online, unity and multiplicity”.

The temporary concept pop-ups will be open until the end of January 2020
and each city will feature a series of live events and creative sessions in
store starring international headliners.

The stores will sell all Moncler Genius lines from the year, starting
with exclusive pieces from the Moncler House of Genius, and then will add
newly launched Moncler collections as they drop throughout the next couple
of months.

Moncler unveils ‘House of Genius’ pop-ups

Each of the Moncler House of Genius will also feature items specially
developed products for the chosen city, selling limited-edition merchandise
including apparel and tech accessories highlighted with a dedicated city
crest.

The one-of-a-kind T-shirts have designed by the eleven “Moncler
Geniuses,” a roster of designers comprising of Pierpaolo Piccioli, Richard
Quinn, Simone Rocha, Craig Green and Francesco Ragazzi. These items will be
sold through a vending machine, with a range of canvas bags also available.
In addition, Moncler states that “unexpected products” selected by the
designers will also be available at the stores.

The pop-ups, in Milan’s iconic Galleria Vittorio Emanuele II, on the
Avenue des Champs-Élysées in Paris, and in Jingumae, Shibuya in Tokyo, will
also serve as “interactive spaces” for the cities as an additional
collaborative layer acting as “hubs of creativity, learning and cultural
exchange,” said Moncler.

Moncler unveils ‘House of Genius’ pop-ups

Moncler opens pop-ups in Milan, Paris and Tokyo

The Moncler House of Genius falls under the artistic direction of
Francesco Ragazzi, who has imagined the retail spaces as art galleries
where artworks are continuously installed and updated. The idea is to
create a “space that is shaped shapelessly, designed to provide an
ever-changing, immersive experience with unlimited potential,” added the
Italian brand.

“They are spaces to meet thinkers, artists, designers and to connect
with Moncler through a unique live programme.”

This will also include a schedule of cultural programming, designed to
“empowers sparks of Genius by cultivating creativity in the local
community,” with creative lessons such as workshops of floral design, VR
sculpture and zine making, as well as talks, art performances and live
music events.

In Milan, the pop-up hosted an artistic performance by Italian-born
artist Vanessa Beecroft, where she created a “living image” in front of the
prestigious frame of the Galleria Vittorio Emanuele, featuring a formation
of models and ballet dancers. Each of the dancers were wearing vintage
Moncler jackets that Beecroft explained was her “autobiographical memory of
the brand” and illustrated her commentary on identity, desire and
fashion.

Scroll futher to see images of Moncler pop-ups

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Images of ‘House of Genius’ in Milan : courtesy of Moncler



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