Mr. Moncler takes over the city

Italian luxury brand Moncler has readied a special Hong Kong-based art-performance piece, entitled ‘Moncler | Destination Hong Kong.’

The event is to celebrate the relocation of its local flagship store, the label is debuting a city activation centered around brand ambassador Mr. Moncler. With Moncler’s established history of collaborative endeavors with modern creatives and artists in mind, the energy and mix of cultures in Hong Kong has inspired this latest undertaking.

Taking place under the city’s futuristic skyline, over 10,000 Mr. Moncler figures will be located at various landmarks throughout Hong Kong.

At each spot, guests will be offered a chance to take home their very own collectible, with 350 sporting custom detailing, making them certified collector’s items.

In the spirit of multiculturalism and borderless art, the silver duvet jacket worn by Mr. Moncler features the locations of and distances to Moncler’s five other flagship stores — Tokyo, St. Moritz, Melbourne, Berlin, and Los Angeles.

Emblazoned on road signs, the locations of Moncler’s stores form a road map around the globe, which all leads to the new Hong Kong location.

The new store, located in Canton Road, Harbour City, will feature a window display evocative of the event’s worldliness.

The store’s exterior is decorated in white Calacatta marble and burnished brass, in accordance with the interior design, and features two large shop windows, one facing onto Canton Road and the other on the shopping mall.

The ceilings and furniture are accented in fine woods and beige leather, creating an intriguing contrast with the white Calacatta and Nero Marquina marbles used for the floors. These fine materials contribute to creating a warm, sophisticated atmosphere inside the store, consistent with the label’s design codes and tradition.

Alongside the contest, Moncler will release a special commemorative collection. This offering will be exclusive to the Hong Kong storefront, each item sporting the road sign motif seen on the rear of Mr. Moncler’s jacket.

Encompassing a grey sweater, silver, down-filled gilet and duvet jacket featuring white hardware, the capsule even includes a dog-sized gilet for man’s best friend.