Design a holistic experience that enables Italian outerwear giant, Moncler to drop their latest Moncler House of Genius conceptual pop-up at cult Melrose Avenue boutique Maxfield, Los Angeles in an immersive event experience. To mark the launch of the FW19 Genius collection, Los Angeles will be celebrating alongside three cities worldwide; Milan, Paris and Tokyo with pieces from the collection in addition to limited-edition merchandise and exclusives to each city.
Moncler Genius is a creative hub promoting the energy that comes from a mix of different cultures: it’s a vision beyond borders of season, age and taste, talking to all generations of customers throughout a product rooted in Moncler’s unique heritage and values.
One year after its groundbreaking inception, Moncler Genius keeps evolving, truthful to its motto: “one house, different voices.” Born from the visions and inspirations of different designers, each collection will be released singularly through monthly projects, both physical and digital. In 2019, the Los Angeles based pop-up brought to life the theme, “Museum of Construction” and in turn, the design cues of the launch party followed suit.
MUSEUM OF CONSTRUCTION
The ethos of “Museum of Construction” was carried over to Maxfield’s parking lot at it was reimagined in celebration of the different visions of the Genius designers. Designed to engage customers, cultivate creativity and build a local community around the space, the journey was brought to life in light of the hearts, minds and social media feeds of Los Angeles’ fashion and music industry insiders.
LIVE MUSIC PERFORMANCE
Innovative designs were augmented with live musical performances, from live DJ sets from Zack Bia and Kittens, to an exclusive performance from singer-songwriter Summer Walker, who captivated the crowd late into the night in style.