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.
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 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.”