The Art of Genius – Moncler Redefines Collaboration with its Co-creation Platform
- The new vision for Moncler Genius was shared in London with a community of 10,000 people
Last night, Moncler unleashed a new vision for Moncler Genius through an immersive live event, The Art of Genius. Transforming its collaboration model into a platform for co-creation, Moncler challenged the boundaries of possibility at the intersection of Art, Design, Entertainment, Music, Sport, and Culture. A community of 10,000 guests at Olympia London came together to embrace this experience, including appearances from Awich, Bianca Balti, Hailey Bieber, Naomi Campbell, Alexa Chung, Poppy Delevingne, Lewis Hamilton, Winnie Harlow, SAINt JHN, Chen Linong, Hwang Min-hyun, Naenano, ASAP Nast, Tobe Nwigwe, Fat Nwigwe, Maria Sharapova, Nigel Sylvester, FKA Twigs, Cole Walliser, Letitia Wright, Charli XCX.
The Art of Exploration by adidas Originals
Guests were conveyed on a moving runway through a vertical LED glacier, complete with gusts of icy fog, sound effects, and scaffolding displaying the co-created collection. The dynamically-lit scaffolding, elevated with models dressed in the collection, denoted a metaphor for the collection’s theme of “City to Summit.”
“The Art of Exploration is fundamentally about fearlessly stepping into the unknown. Our collection takes on contemporary frontiers – from the city streets to the summit peaks – for a new context. The immersive event is an extension of this vision – toying with the senses in order to confront guests with an experience that is inspirational and outside of the norm.”
[Stefano Pierre Beruschi, Senior Design Director, Culture Collaborations & Partnerships, adidas Originals]
The Moncler x adidas Originals collection revolves around the notion of exploration: a journey in which the past becomes the future and the mountain peaks are taken to the city streets, in a mix of luminous colors which recall traffic lights – bright yellow, green, orange, red, alongside other vivid and muted tones.
The Art of Exploration by adidas Originals
Guests were conveyed on a moving runway through a vertical LED glacier, complete with gusts of icy fog, sound effects, and scaffolding displaying the co-created collection. The dynamically-lit scaffolding, elevated with models dressed in the collection, denoted a metaphor for the collection’s theme of “City to Summit.”
“The Art of Exploration is fundamentally about fearlessly stepping into the unknown. Our collection takes on contemporary frontiers – from the city streets to the summit peaks – for a new context. The immersive event is an extension of this vision – toying with the senses in order to confront guests with an experience that is inspirational and outside of the norm.”
[Stefano Pierre Beruschi, Senior Design Director, Culture Collaborations & Partnerships, adidas Originals]
The Moncler x adidas originals collection revolves around the notion of exploration: a journey in which the past becomes the future and the mountain peaks are taken to the city streets, in a mix of luminous colors which recall traffic lights – bright yellow, green, orange, red, alongside other vivid and muted tones.
