An immersive installation appeared in the heart of central London at 180 Strand. What was that? “A multi-stage journey through the peaks that shaped us,” stated Moncler. “An impressive set-up drawing on the sights, sounds and smells of the mountains,” we could add as Italian entrepreneur Remo Ruffini’s company asked us to venture on the “Extraordinary Expedition” Moncler has overtaken over the years. Celebrating their 70th anniversary, the brand initially went for a big event in Milan’s Piazza Duomo and then decided to create a one-of-a-kind exhibition inspired by Moncler’s alpine fashion heritage and their down puffer jackets. They planned to tour three key cities, so they stopped in the UK capital soon after landing in New York before proceeding to Seoul and taking virtual form for a Chinese appearance via WeChat.
Titled “Extraordinary Expedition”, Moncler's immersive installation appeared in the heart of central London
While walking through the spaces designed to evoke Moncler’s trailblazing DNA, we experienced the feeling of being in the mountains through immersive images, sound design and olfactory effects, as well as the sensations of snow and fog.
As we did at the time, you may now wonder who was behind this experience created to ensure perfect storytelling of Moncler’s history while connecting the public through an exhibition highlighting the brand’s milestones and collaborations. Delivered in partnership with creative agency Modem, the London-based experiential marketing agency XYZ’s team took visitors on a voyage through the past, present and future of this French-founded Italian luxury brand.
Celebrating the brand's 70th anniversary, Moncler's "Extraordinary exhibition" stopped in London soon after landing in New York before proceeding to Seoul
“Customers are craving innovative and immersive brand experiences above all else, so luxury brands must rise to the challenge,” detailed Julinda Halili, Production Project Assistant at XYZ. Over the past decade, a clear trend has emerged as consumers are no longer interested in a brand’s product only but also in the corporate values, brand experiences and stories behind labels. “What does a brand stand for?” and “Who and what does a company represent?” are common questions today’s customers ask. A visual output to answer these questions was a challenge the agency XYZ was able to achieve.
A hallway displaying the Moncler Maya 70 Collaborations photo series by Platon
Through black doors, we entered a hallway displaying the Moncler Maya 70 Collaborations photo series with digital portraits shot by famed photographer and longtime brand collaborator, Platon. The showcase of some unique images featured fashion, sports, music and entertainment personalities such as Elsa Hosk and Pharell Williams alongside digital pictures of extraordinary Londoners.
Moncler partnered with Platon and Frieze for the London stop on The Extraordinary Expedition tour
Continuing on the “Extraordinary Expedition” walk, we were transported to the Alps’ peaks through a type of 3D-animated experience called Computer Generated Imagery (CGI), including fog, mountain sculptures and wind giving off an Alpine scent – a key image showing the inspiration behind the brand over the past 70 years.
Continuing on the “Extraordinary Expedition” walk, visitors were transported to the Alps’ peaks through a type of 3D-animated experience
The final areas of the exhibition presented the brand’s emblematic moments and extraordinary pieces, ending with a customisation of their iconic puffer coats. There, “guests next encountered seven fully bespoke display cases, all representing a different brand landmark from each decade,” said agency XYZ. “Every display housed a unique microclimate of fog, snow, water, 80’s neon lighting or futuristic machine settings. Garments were hung as pieces of art, floating on the wall or appearing to be worn, but with no visible mannequin within.”
The final areas of the exhibition presented Moncler’s emblematic moments and extraordinary pieces
Finally, a gallery displaying the brand’s first NFTs by Antoni Tudisco spotlighted what awaits the brand in the coming decades.
Agency XYZ was able to merge the historical aspects needed to represent the last 70 years of the brand’s thriving fashion industry into the “Extraordinary Expedition”. Thus, they provided the fashion industry with a case history of how captivating storytelling is key to gaining the attention of the next generation of consumers.
Moncler's iconic pieces were on display
Micaela Vallejo Gubbins,
BA Fashion Business & Buying student, third year, London