Moncler | House of Genius
Tokyo, Milan, 2019
01. Challenge - Introducing the House of Genius
Luxury fashion house, Moncler approached Holition to propose creative concepts around innovative customer experiences for the launch of their Tokyo and Milan pop-up stores in 2019 that would highlight 8 Moncler Genius capsule collections through a space where digital and physical meet in-store.
02. Solution - A connected retail experience to immerse storegoers inside the creative universe of each Moncler Genius designer
To highlight the collections, participating designers and unique pieces of clothing featured in the stores, we addressed the brand’s objectives through a dynamic experience that fuses creativity and innovation. Starting with the material that is the essence of Moncler’s heritage, on towards the creative process, then finally, into the world that is created by each designer, the creative narratives are revealed through two different outputs.
1. THE COLLECTION LAUNCH: A PHYGITAL, REACTIVE SPACE
To incite a physical and emotional connection between the brand and consumer, we created a reactive space and an interactive product experience, reinforcing the brand’s heritage and craft, whilst paying tribute to its modern reinterpretations. Each product is linked to 4 Genius designer’s storyworld, and each world is accessible through a simple interaction. Through picking up a physical product, the story is revealed.
2. GENIUS: AN INFINITY ROOM
For the second installation, we created an infinity room - a spatial representation of the infinite creative expressions that Genius makes possible, and the focus that each collection has on its own individual audience. Each wall inside the installation mirrored 3D animated content, which highlighted the collections details, enabling users to discover the style and aesthetic of seven creative Geniuses.
03. Insight - One house, different voices
As seen on L’Officiel, High Snobiety and Retail in Asia, the pop-up stores in Milan and Tokyo enamoured store goers by providing them with a unique space that allowed them to interact with and be immersed inside the world of Moncler Genius designers.
The pop-up stores succeeded in creating a memorable experience and emotional connection between Moncler and its consumer base, whilst highlighting the varied creative expressions within Moncler Genius.