Enter Moncler's The City of Genius In Shanghai
Immersive experiences and new collections, co-created by the likes of FRGMT by Hiroshi Fujiwara, Palm Angels, A$AP Rocky and Mercedes-Benz by Nigo, await
Come end of next week, on 19 October and as a close to Shanghai Fashion Week, Moncler will reveal "The City of Genius", which promises to juxtapose innovation and creativity with the culture of its host city, for a wholly immersive experience. After all, Moncler Genius has always succeeded in being imaginative, proposing fresh concepts, and placing creativity at the heart of all it does — The City of Genius will act as the place for creatives to soak in art, design, entertainment and luxury meeting harmoniously. Here's what to expect: a 30,000 square-metre area that will have new collections on display, boosted by experiences in collaboration with a lineup of creative visionaries.
This fresh set of Moncler Genius co-creators includes Edward Enninful (OBE); Moncler Genius' long-term friend and streetwear icon, Hiroshi Fujiwara; Gilga Farm by Donald Glover Glover; Chinese multidisciplinary artist, LuLu Li; Mercedes-Benz by Nigo; Palm Angels; A$AP Rocky; Willow Smith. Special showcases by Rick Owens and Jil Sander will also be present.
The initiative's teaser campaign, titled Born Genius, involves a short film directed by photographer, artist and filmmaker, Wing Shya, and starring global brand ambassador Leah Dou. Artist Xu Bing has been tapped on to link the experience, film and campaign through calligraphy.
