Moncler’s “City of Genius” Event in Shanghai

This past weekend, Moncler hosted its “City of Genius” event at the China Ship Pavilion along the Huangpu River in Shanghai. The event was designed to showcase a series of collaborations between Moncler and various artists, designers, and technologists, illustrating the brand’s commitment to blending diverse creative disciplines.

The venue featured installations and showcases from notable figures such as A$AP Rocky, Rick Owens, and Chinese artist LuLu Li, each presenting unique interpretations of Moncler’s aesthetic. Rick Owens displayed a futuristic shelter structure, while LuLu Li integrated AI technology into her minimalistic designs, creating an immersive experience for attendees.

Key collaborations highlighted at the event included a limited-edition vehicle from Mercedes-Benz designed by Nigo, and a new ready-to-wear line by Edward Enninful, set against a backdrop of a dystopian future. These collaborations serve to expand Moncler’s brand beyond traditional fashion, positioning it as a multidimensional cultural icon.

Despite the current economic downturn in China, Moncler’s CEO, Remo Ruffini, remains focused on long-term growth in the region. He emphasizes the importance of understanding and adapting to the rapid developments in the Chinese market, suggesting a strategic approach to brand building that prioritizes sustained engagement over immediate gains.

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