Renowned for its quality down jackets, Moncler is also a brand that isn’t afraid to do things differently. Under the charge of its CEO Remo Ruffini, the Italian brand has undertaken several high-profile endeavours that challenge the perception of what the winter-wear business should be like. For example, its collaborations with the likes of Mary Katrantzou, Off-White’s Virgil Abloh and artist Liu Bolin has struck a chord among discerning customers who are looking for an extra edge in their products.
So when Moncler threw open the doors to its Hong Kong flagship, it made sure to do it in ways befitting of its status as one of fashion’s most cutting-edge brands. First, it set up installations comprising 10,000 of its Mr Moncler figurines in four locations across the city, then gave the models away to anyone who signed up for the event on a microsite. It also worked with American artist and entrepreneur Craig Costello to customise 350 special figurines that were also up for grabs.
The proceedings culminated in a cocktail party right inside its spanking new Canton Road store, where hundreds of guests thronged into the 5,382sqft boutique to catch a glimpse of stars such as Sunny Wang, Sun Li and Sehun (of Korean boyband EXO fame). Scroll through the gallery above and check out what went down at #DestinationHongKong.
Moncler is now open at Store Number G107 and G206, Harbour City, Canton Road, Tsim Sha Tsui, Kowloon, Hong Kong.