Moncler opens its new boutique in the city of Milan at Galleria Vittorio Emanuele II introducing House of Genius, a new project between future and heritage conceived by Remo Ruffini.
Yesterday night, Thursday 7 November 2019, in Milan, there was the presentation of the first House of Genius of Moncler signed by Remo Ruffini. Like every year, the fashion brand, back to surprise and fascinate us with its iconic shows and in fact yesterday in the Galleria Vittorio Emanuele II was held a show that lives up to expectations.
House of Genius, as we have already discussed here, is an innovative project launched by the French fashion house in February 2018 during Fashion Week and that continues to evolve, true to its motto: “one house, different voices”.
In this season, the co-investigation team for the realization of the project is not only designers but also artists, musicians, and creative people.
This is a special way to baptize the temporary concept store which will remain open until the end of January 2020. In parallel with Milan, there are been opened others concept stores in Tokyo and in Paris at 60 avenue des Champs-Élysées.
The curator of the format is Francesco Ragazzi, who imagined the sales area as an art gallery in which to install new works, or rather the collections linked to the Moncler Genius project together with unpublished articles designed for the host cities.
This allowed the rendering of a fantastic contrast with the nineteenth-century neo-renaissance classicism that characterizes the Gallery and the modernity of the House of Genius project.
This innovative project takes shape in a symbolic place: Galleria Vittorio Emanuele II that it’s been turned into a theater of the performance for a few hours.
The protagonist of the event are models and dancers who have worn vintage Moncler coats, to honor the autobiographical memory of the mark according to Vanessa Beecroft, an Italian artist specialized in the artist expression of the tableau vivant which means the realization of “living pictures”.
It was her idea to perform inside the Galleria Vittorio Emanuele II and to involve models and dancers to create a sort of living artwork that reflects her art.
A similar initiative had already been carried out in the past by Moncler.
In 2008, at the Triennale di Milano, one hundred models paraded wearing a feather jacket of the homonymous brand.
Text by Anna Cardaci