Moncler opens the pop-up concept “House of Genius”
After nearly a decade of exploring collaboration with some of the industry’s top designers, Moncler unveiled a new model last year that brought this to a new level.
Capitalizing on the popularity of creative collaboration to compete in the never-ending race of innovation, Moncler Genius is a creative hub for designers to explore their creativity by reimagining the house’s iconic coat. Constantly finding new creatives to contribute their perspectives to the Alpine brand’s identity, the new project has been an exciting way to keep the world on its toes about what will be next.
Now, Moncler is celebrating the growing portfolio of its new line through House of Genius, which centers around pop-up stores open from now until January across three cities: Milan, Tokyo, and Paris. In the U.S., Moncler has been celebrating three seasons of Genius as well through a two-week pop-up event in New York inside the Neiman Marcus in Hudson Yards. Alongside the whole collection, special products will be available, all amidst a dynamic installation of artworks that will receive constant updates.
Artistic director Francesco Ragazzi imagined the space concept, and it’s sure to provide the unexpected as visitors enter an immersive and ever-changing experience that features live programming in addition to its visual allure. In one such event marking the opening, Vanessa Beecroft staged an arrangement of models and ballet dancers throughout the Milan space in a commentary on identity, desire, and fashion. The performance was a hint at what’s to come and a projection of the house’s collaborative vision into a new artistic medium.
The special products include skateboards, bags, and Rubik’s cubes, and if you need an alternative to your AirPods, the brand has crafted a pair of headphones. The cities have their own collections as well, ensuring each experience will be different in a myriad of ways. Whether you are looking for some new outerwear or just want to enter a fun shopping environment and pick up some merch, there is something in the House of Genius for everyone, just like how the Genius line itself caters to a range of aesthetics.