Last night, Moncler unveiled its new vision for its Genius rooms in a spectacular live event – and it was titled “The Art of Genius”.
Since taking the runway for London Fashion Week, the French label has previewed several partnerships with international brands and personalities, while also pushing the boundaries of art, design, entertainment, music, sports and culture. Held at London’s Olympia venue, the event welcomed a large line-up featuring the likes of Alicia Keys, Pharrell Williams, Mercedes Benz, Palm Angeles, and more. FRGMT, Adidas Originals, Saleh BemburyJay-Z’s Roc Nation and Rick Owens presented independent collaborations with Moncler.
In music, Grammy Award-winning singer-songwriter Alicia Keys performed her most famous hits, choosing to share the stage with BRIT Award and Mercury Award-winning musicians Little Simz and Chloe Soul. The show was called “The Art of Dreams” and was a projection of Keys’ strength and power, as Keys was joined by a choreographed group of dancers – all wearing designs from the upcoming Moncler x Alicia Keys collection.
Additionally, Pharrell Williams’ “Landscape Art” show saw Louis Vuitton’s new men’s creative director take his vision to the outdoors. Spinning around the idea of camp – or “lightning” – his collection is filled with shimmering green grass and strives to inspire the world to take on the great outdoors, allowing it to create beauty.
A standout moment from the event came in the form of Mercedes-Benz’s “Art of Fantasy”. He welcomed the dancers to the stage, who performed in a low-gravity chamber as frozen images streamed across transparent LED screens. Finally, the artistic interpretation of the new “ultimate discovery machine” was revealed – this was a new Mercedes artwork titled “Project Mondo G” – and it was the classic Mercedes-Benz G-Class covered in a Moncler puffer jacket.
FRGMT’s “The Art of Love” featured a robot peepshow inspired by Hiroshi Fujiwara’s futuristic vision of emotional connection, while Jay-Z’s “All the Art of Rock Nation” featured ultra-modern soundscapes. This allowed guests to be creative and contribute their vocals, guided by Jay-Z’s award-winning producer Mike Dean.
adidas Originals’ “Art of Exploration” focused on stepping into the unknown. The collection took contemporary cues – all from both city streets and high-rises – and the event was filled with snow fog, sound effects and scaffolding showcasing the adidas Originals x Moncler collection, the “City to Summit” collection. “
For Salehe Bembury, his debut collection featured a swirling rock look that featured his signature grain style. The stone seeks to control the elements around it by creating an immersive storm and explores the relationship between human touch and nature.
Rounding things off, Rick Owens’ “Art of Design” allowed visitors to experience Owens’ elegant version of design – guests were also welcomed to an outdoor after-party dance floor, where a playlist of DJs played. “‘Art of Design’ takes the beauty foam concept of our latest collection with Moncler even further: a personalized, quietly considerate and absorbent foam that fits like a custom sleeping pad—with clothing,” said Owens.
Check out what went down at Moncler’s “Art of Genius” event above, and in other news, the Fall/Winter 2023 collection.