Retail in Asia

In Markets

Moncler brings House of Genius store to Tokyo

Moncler House of genius opens in Tokyo

Luxury down jacket maker Moncler opened its ‘House of Genius’ retail concept store in both Tokyo and New York on October 4.

SEE ALSO : The Asian side of Moncler’s Genius Project

Located in Tokyo’s Minami Aoyama, the Japanese pop-up features the Italian brand’s House of Genius retail design, an interactive space that reflects the store’s unique urban

The House of Genius design collection — a group of luxury designers under the Moncler name, which was first introduced in February 2018, will be sold via the pop-up, combining special activations with an exclusive limited-edition product offering.

The stores sell commercial versions of House of Genius fall 2018 coats designed by Simone Rocha, Craig Green, Kei Ninomiya, Valentino’s Pierpaolo Piccioli.

The latest collection, Moncler Palm Angels, which launched on 4 October, will also be on sale.

The LA-based fashion brand mimics skateboarding subculture and American style.

The House of Genius will also offer a range of exclusive products from the design collective including vintage duvet patchwork blankets taking their lead from the 2 Moncler 1952 collaboration, boots and jewellery from Simone Rocha, a book by Hiroshi Fujiwara and footwear from Craig Green.

Also exclusive to the pop-up –and the 50 store-in-store pop- ups that exist elsewhere — is The Yellow Collection.

The line works Moncler Genius’ iconic yellow and black into t-shirts and down gilets, as well as laptop sleeves and belt-bags.

SEE ALSO : China is driving Moncler retail sales

“Today’s world has changed enormously”, said Remo Ruffini, Chairman and CEO of Moncler in a statement about the pop-up store model.

“Communication has been totally revolutionized. The consumer wants to see something new every day and expects new shapes and languages to interact with a brand.”

Moncler will be operating pop-up stores in Tokyo and New York City from now until the end of the year.