Luxury down jacket maker Moncler is expanding its House of Genius pop-up concept, setting up three new locations in Tokyo, Paris and Milan.
Developed under the artistic direction of Palm Angels’ founder Francesco Ragazzi, each pop-up is set up to look and feel like an art gallery with a focus on experiential elements, in a bid to create immersive experiences.
Customers can expect design workshops, VR sculpture and zine making, as well as talks, art performances and live music events, which will differ across in each location.
Located in Jingumae, Shibuya in Tokyo, the Japanese offering, like the other two pop-ups, will slow release items across luxury apparel and accessories for the full duration of the pop-up, which runs from 8th November to 31th January.
The new locations will also each carry the Italian brand’s Moncler Genius collections, as well as limited edition merchandise with a crest dedicated to each city.
Designed by the eleven ‘Moncler Geniuses’ — eleven other key luxury designers from the fashion world — pop-up items include unique t-shirts, sold through a vending machine, as a well as 1952 skateboard, fire extinguisher, helmet, and tie-dye canvas tote bags.
The Moncler Genius design roster includes Pierpaolo Piccioli, Richard Quinn, Simone Rocha, Craig Green and Francesco Ragazzi, among others.
The pop-up news comes as Moncler reported double-digit revenue growth in the third quarter.
For the three months, revenues at the Italian luxury outerwear maker rose by 10% at constant exchange rates, slightly above market expectations, despite a “subdued performance” in Hong Kong due to months of protests, the company reported in late October.
The Asia and rest of the world area, which account for about 40% of total revenues, posted a 15% increase in the third quarter, thanks to Japan, Mainland China and Korea, the group said.