The genius of Moncler keeps growing. Unveiling its innovative project, Moncler Genius, earlier this year, the Italian brand has shifted its paradigm completely with the reintroduction of collections rather than seasons and multiple creative initiatives to surround “a dynamic project in constant motion”.
Following a wave of announcements in the past month, yesterday Moncler presented two special concept stores, aptly named The House of Genius, open both in New York and Tokyo. The “Houses” of Genius will remain open until late 2018 and will be home for the brand’s Genius collections, including 2 Moncler 1952 and its collaborations with Pierpaolo Piccioli, Simone Rocha, Craig Green, Noir Kei Ninomiya, and Palm Angels – among others. But if you don’t live in either of these cities, don’t despair. The collections will also be available in more than 50 pop-ups within the Moncler’s mono-brand boutiques, several department stores and selected boutiques worldwide.
“The House of Genius in New York and Tokyo and the pop-ups in the Moncler’s mono-brand boutiques redefine the concept of temporary space and reserve an unprecedented Moncler experience for the consumer, rewriting the rules of the single brand which becomes concept store,” the company wrote in a statement. “Designed with an all-round curatorial approach, the two concept stores are designed as interactive spaces animated by special activities to connect them even more and to establish a close and comprehensive contact with the metropolitan context in which they insert themselves.”
The innovative stores will feature an array of exclusive, unique and limited edition creations from the Moncler Genius project collections — including a vinyl recorded by the Academy Award-winner Alexander Desplat, a limited edition book by Hiroshi Fujiwara as well as a skateboard, bag and air-mask, accompanied by a book as the viral interpretations of Francesco Ragazzi or Palm Angels.
“A curated project like Moncler Genius is akin to a living museum of contemporary creativity. It needs a gift shop in order to spread the message virally and I am here to provide that”, Francesco Ragazzi stated of his 8 Moncler Palm Angels launch, which also took place yesterday. The collection, present at the aforementioned concept stores, is “conceived as a gift shop in that museum of contemporary creativity that is Moncler Genius”.
words. Sara Delgado