Moncler Transformed Shanghai into ‘The City of Genius’ with Star-Studded Creative Showcase
October 27, 2024
In an ambitious meeting of fashion, art, and innovation, Moncler transformed a sweeping 30,000-square-meter space into an immersive metropolis of creativity during Shanghai Fashion Week on October 19th. The immersive experience marked a bold new chapter for Moncler Genius.
The event introduced an impressive roster of co-creators spanning music, fashion, and entertainment. A$AP Rocky, Donald Glover's Gilga Farm, and Willow Smith joined forces with industry veterans like Edward Enninful and streetwear pioneer Hiroshi Fujiwara's FRGMT. The lineup also featured designer powerhouses Rick Owens and Jil Sander, who will present special showcases alongside Palm Angels founder Francesco Ragazzi and multidisciplinary Chinese artist LuLu Li.
Among the collaborations, Mercedes-Benz joined forces with NIGO, the Japanese cultural force currently helming Kenzo. Their showcase promised an unprecedented intersection of automotive innovation and street culture sensibilities, adding to the diverse creative "neighborhoods" within the space.
The concept drew inspiration from a 1960s study revealing that while 98% of five-year-olds qualified as geniuses, only 2% maintained this designation into adulthood. This notion materialized in a short film directed by Wing Shya, starring global brand ambassador Leah Dou, who navigates a futuristic Shanghai while preserving her creative spirit from childhood to adulthood.
Renowned artist Xu Bing added another layer of cultural depth through his distinctive calligraphic expressions, bridging the campaign's visual elements. The event, which concluded Shanghai Fashion Week, broadcasted across major Chinese social platforms including WeChat, Douyin, RED, and Weibo.
Through this convergence of global talent and local culture, Moncler posed a compelling question to its audience: how do you live genius? The answer unfolded through various creative "neighborhoods" within this temporary metropolis, each showcasing unique collections and experiences that challenged conventional luxury boundaries.
This Shanghai spectacle not only represented Moncler's largest Genius presentation to date but also signaled the brand's commitment to nurturing creativity across cultural boundaries, setting the stage for its creative direction in the year ahead.
