After the colossal flash mob that took over the infamous Piazza Duomo of Milan, Moncler extends its 70 anniversary across seas with a multisensorial experience from New York through London to Seoul. RED-EYE dived into the opening celebrations held inside the creative realms of 180 Strand in London, where Moncler made us feel the breeze of the mountains at Frieze Art Fair with "The Extraordinary Expedition".
Stepping down a red-lighted stairwell we feel the immersiveness gradually drawing us into what Moncler is serving in store throughout the exhibition. We are first engaged by the moving portraits shot by the regarded Platon for the Moncler Maya 70 - A project which sees the reinterpretation of jackets by seven creative individuals modelled on subjects chosen by the designers. Portraits of the likes of Elsa Hosk, Michéle Lamy, Honey Dijon, and Kristen McMenamy, are seen gracefully moving on screen while wearing the re-creations by the hands of masters such as Rick Owens, Pierpaolo Piccioli and Thom Browne. Platon then took over the floor and talked through his archive which captured the portraits of American presidents, entertainment superstars and sports icons with the aim to spark and encourage the inner talents of the multi-creative London crowd at the venue.
The Extraordinary Expedition took off in the room next door where a hyper-realistic CGI short film played in loop wall-to-wall in the background of an artificial mountain surrounded by wintery misty fog. From the mountain to the city, to infinity, the short film is not only a recreation of the Alpine peaks that inspired the brand's ethos but mostly an ode to the remarkable achievements that brought Moncler to sign off history as the brand of the extraordinary.
The exhibition continues in a wide space that resembles a time capsule with the “Extraordinary Moments & Designs” of the house. It included looks from memorable Moncler milestones consisting of Archive Boxes containing artefacts of the last 70 years. We have witnessed the brand’s history from the 1952 sleeping bag that inspired the brand’s first down jacket, to the 2018 Genius creations of contemporary talents including Noir Kei Ninomiya, Richard Quinn, Craig Green to name a few. In the same space, visitors were also able to customise Moncler’s jackets through the "Moncler By Me" system which gave a futuristic retail touch to the overall experience.
We conclude the immersive experience away from physical realms by witnessing the animations of the label’s first NFT collection created in collaboration between Moncler and digital artist Antoni Tudisco. Moncler knows how to remain relevant and embrace the digital evolution not only through co-creation and collaboration with emergent talents but especially with a public decentralised approach by gifting 500 editions of the NFT to visitors. With this even more progressive and innovative pace, there are no explicit objections to how Moncler is and will be the brand of the extraordinary pioneering for the next 70 years and beyond.