"The House of Genius" concept store in Tokyo

MILAN — Moncler has created a new home for its Genius initiative.

“The House of Genius” is a retail project kicking off on Thursday in New York and Tokyo, where Moncler has installed two concept stores located in the SoHo and Aoyama districts, respectively.

Along with collecting the lineups included in the brand’s Genius project, such as those designed by Valentino’s creative director Pierpaolo Piccioli, Simone Rocha, Craig Green, Noir Kei Ninomiya, Hiroshi Fujiwara for Moncler Fragment and Francesco Ragazzi for Moncler Palm Angels, as well as the Moncler 1952 and Moncler Grenoble ranges, the two temporary concept stores, opened until the end the year, will offer a selection of limited-edition exclusive pieces.

For example, the interactive spaces, featuring customized layouts designed to create a link with the metropolitan context where they are located, will carry Academy Award-winning film composer Alexandre Desplat’s record selected by Piccioli, a range of vintage duvet patchwork blankets inspired by the Moncler 1952 collection, a selection of Simone Rocha’s boots and bijoux, Moncler Grenoble colorful sky helmets and men’s shoes developed by Green in collaboration with British footwear label Grenson. Fujiwara created a special book and customized snowboard crafted by specialist Burton, and Palm Angels’ Francesco Ragazzi put his signature touch on a skateboard, a bag and an air mask. In addition, pet accessories by Poldo Dog Couture include special toys and a bowl.

"The House of Genius" concept store in Tokyo

“The House of Genius” concept store in TokyoCourtesy Photo

Moncler also developed “The Yellow” collection, which will be exclusively available at the two “The House of Genius” concept stores, as well as at 50 Moncler Genius pop-up shops inside a selection of the brand’s boutiques.

As its name suggests, the limited-edition range is focused on a restrained color palette of yellow and black and consists of a series of items, spanning from T-shirts, duvet laptop cases, knitted beanies, a belt bag and a down vest to pencils, Post-its, notebooks, smartphone covers, the brand’s iconic Monduck mascot, as well as a special edition of the Moncler Genius Book.

Moncler Genius, which debuted in Milan in February, presented its second round of collections last month with a video installation during Milan Fashion Week.

load comments
blog comments powered by Disqus