Moncler
City of Genius
Everyone is born a genius, but the process of living
de-geniuses them.
Moncler Genius is a series of collaborations creating extraordinary collections. With icons from the worlds of fashion, art, cinema and music.
A simple question was the spark to each collaborator ‘how do you live genius?’.
The question is rooted in research from the 1960’s where a team of experts devised a test to understand what makes a genius. The study was expanded to a group of five-year olds, and judged on the basis of using creative imagination to solve problems, 98% qualified as genius. But by the age of fifteen in the same group only 12% qualified as genius. Concluding that uncreative behavior is learned, and the process of living ‘de-geniuses’ us.
The City of Genius imagines a place where everyone can live their genius, free from the constraints of learned behavior.
We created a digital destination on moncler.com, where visitors can explore the city of genius. An immersive skyline encourages exploration, allowing visitors to discover each collaborator's vision of their city of genius neighborhood. Continuously updating as each collaborator's collection drops, the experience will be a living destination for all of the latest from Moncler’s flagship collaboration platform.
To launch the latest installment of Moncler Genius sees a vast 30,000sqm space on the banks of The Bund river in Shanghai transform into The City of Genius. The event invites guests to explore neighborhoods designed by each designer, showcasing previews of each collection.
Exclusive content from the event is showcased in the digital experience, allowing visitors to explore each space and be immersed in the Shanghai event.