House of Genius
With The House of Genius, Moncler redefines concept stores in Tokyo and New York.
Moncler has launched ‘The House of Genius’, a new concept store for its Genius collections. Launched in New York and Tokyo, the stores will be in place until late 2018. The collection will also feature in more than 50 pop-ups within the brand’s mono-brand boutiques, in several department stores and selected boutiques worldwide.
‘The House of Genius’ aims to be a new kind of store that responds to the futuristic vision of the Italian label all while overhauling its boutiques. Through The House of Genius, Remo Ruffini is proposing stores that sit halfway between a retail space and an exhibition space offering complete immersion in the Moncler world.
‘Today’s world has changed enormously,’ says Remo Ruffini, chairman and CEO of Moncler. ‘Communication has been totally revolutionised. The consumer wants to see something new everyday and expects new shapes and languages to interact with a brand. Moncler Genius represents the way in which the brand projects into the future. A future that starts now.’
Source | Numero