In the heart of cosmopolitan Shanghai, where towering skyscrapers pierce the sky and a bustling metropolis hums with activity, Moncler, the iconic Italian luxury outerwear brand, orchestrated a breathtaking spectacle. Transforming an industrial shipyard into a vibrant, multi-million-pound pop-up metropolis, Moncler unveiled its groundbreaking Genius project, an immersive experience that blended fashion, art, and technology to create a city within a city.
Within the sprawling 30,000-square-foot space, dubbed “The City of Genius,” a manufactured oasis unfolded. Imagine a world where a calming mist of artificial citrus enveloped an orange grove, a willow tree swayed gently in the breeze, and rain, sand, and snow were all imported elements. This orchestrated marvel of engineering and imagination, combined with jet lag, created a disorienting sensory experience for the 8,000 guests who flocked to the event.
Among the star-studded crowd were global icons like Rihanna, Anne Hathaway, Michèle Lamy, Jada Pinkett Smith, and Naomi Campbell. They wandered through the space, dotted with traffic lights, street crossings, and food stalls, exploring the ten pavilions, or “neighborhoods” as Moncler referred to them, each designed by one of the brand’s esteemed Genius collaborators.
The lineup was a constellation of creative powerhouses: Edward Enninful’s dramatic weathercapes, A$AP Rocky’s “ghetto” space station, Rick Owens’s mountain refuge, Palm Angels’s racing track, Willow Smith’s forest, and Donald Glover’s orange farm. Joining them were Jil Sander, Hiroshi Fujiwara, Lulu Li, and Mercedes-Benz by Nigo.
“I always say Moncler must have energy all around it,” declared CEO Remo Ruffini during a press conference. “And it’s people who bring the energy. It’s important for us to talk with the world, with our communities.” The impact of this event resonated far beyond the confines of the shipyard, with over 57 million people tuning in online to witness the spectacle.
Here are five key takeaways from Moncler’s monumental Shanghai takeover:
Edward Enninful’s Fashion Debut: Print Is Not Dead
From a model scouted at 16 to the helm of British Vogue and a global creative force, Edward Enninful’s career is a testament to his vision. For his Moncler Genius collaboration, he crafted three extreme weathercapes, showcasing the transformative power of Moncler’s puffer jackets. In a sand dune, Neelam Gill posed in a puffer, while Precious Lee walked a treadmill in a wind tunnel. A miniature Edward, surrounded by a snow-capped office replica, highlighted the enduring power of print.
Jil Sander Returns Moncler to the Catwalk
In 2018, Ruffini introduced Moncler Genius as an alternative to traditional catwalks. Yet, Luke and Lucie Meier of Jil Sander convinced him to embrace the runway once again, presenting their collection every half hour in a room enveloped in a digital snowscape. Their vision blended the elegance of Jil Sander with the practicality of Moncler, featuring feathered paper skirts, wool shearling capelets, and cocooning puffer gowns.
A Cityscape of Rain and Squeegees
The entire venue embraced a Blade Runner aesthetic, with neon streetlights and futuristic urban structures shrouded in steam. Shallow puddles of rain covered the concrete ground, a creative decision aimed at capturing a metropolitan feel. This, however, posed a challenge for glossy magazine editors in mesh ballet flats, who were less than thrilled with the damp floors.
Rick Owens’s Demountable Mountain Refuge
Following a rave with Michèle Lamy the night before, Rick Owens unveiled his “demountable mountain refuge” – a Portakabin – as the setting for his presentation. The models, clad in floor-length puffers and sturdy snow boots, walked around this unexpected structure, showcasing Owens’s unique blend of avant-garde fashion and functional design.
Rihanna’s Star Power
Rihanna’s presence at Moncler’s events ignited excitement. From her late arrival at the Peninsula Hotel kick-off dinner, where she sat alongside Anne Hathaway, Edward Enninful, Nigo, Naomi Campbell, and A$AP Rocky, to her appearance at A$AP’s Genius presentation and a surprise performance at the Bulgari hotel after-party, she was a force of energy and style.
As Ruffini hinted, Moncler’s Genius project is set to expand beyond Asia, bringing its unique blend of fashion, art, and technology to new global destinations. The world is waiting to see what this innovative brand will create next.