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Moncler opens the new Moncler Genius House

A new pop up store in the Galleria Vittorio Emanuele

Moncler opens the new Moncler Genius House A new pop up store in the Galleria Vittorio Emanuele

Yesterday, Thursday, November 7th, Moncler opened in Milan the new temporary concept store Moncler Genius House, that aims at overcoming the traditional idea of the in-store experience, going beyond the concept of physical space as already experimented in Paris and Tokyo, and that will remain open through January 2020. 
In the store will be available the new Moncler Genius collections, presented by Remo Ruffini's brand last February, but also unique pieces designed exclusively for the store located in the Galleria Vittorio Emanuele.
The curator of Moncler House of Genius is Francesco Ragazzi, who has once again demonstrated his artistic sensibility by designing the space as a museum, with rooms that are not defined with moreover uneven and varied meeting points, values that are in line with the entire collection Moncler Genius. 
The pop-up will host live performances and cultural events, proving Moncler's close relationship with the city, after last February's restoration of the Fitted Warehouses to present the Genius project collections. The special bond with Milan also includes a new customized logo, an exclusive tee and a selection of products chosen by the eleven Moncler Genius designers and presented during the event at Galleria Vittorio Emanuele. 

In the opening hosted Vanessa Beecroft's artistic performance. The Italian artist explored the concept of identity, desire and the meaning of fashion through an installation in which models and dancers dressed in vintage Moncler jackets, in homage to the autobiographical memories that link the artist to the brand. The poetic intensity and the eye-catcher of the performance were remarkable, the lights and the refinement of the gallery illuminated the brand's symbolic duvets, reinforcing Moncler's artistic vision.