PARIS — Moncler opens its Paris flagship on Thursday, a gleaming, high-tech showcase of the model’s up to date luxurious outerwear, set on the Avenue des Champs-Elysées.
Located between the Arc de Triomphe and the towering Louis Vuitton retailer, the boutique borrowed conventional French references, and added a sheen of modernity — roughing up sections of rigorously carved oak panels with a thick coat of shiny black paint, for instance.
“We now have optimized the net and offline luxurious purchasing expertise for our Moncler neighborhood who will go to Paris each bodily and digitally from all around the world,” stated Remo Ruffini, Moncler chairman and chief govt officer.
The inauguration of the label’s largest retailer attests to the continued relevance of worldwide flagships as settings that serve guests each on-line and in-person. Whereas the coronavirus pandemic has ravaged the business, it has additionally sped up the shift to digital avenues — and the necessity to feed them with hanging photographs.
The Moncler flagship is provided with omnichannel companies, together with cell instruments within the retailer and digital appointments.
Guests coming into the shop first encounter a hallway with arched ceilings, constructed of limestone, whereas underfoot, the checked black marble and limestone ground recollects the marbled courtyards of Versailles. Panels of black bronze — hammered for an uneven floor — line the entrances to aspect rooms, including a contemporary contact. The identical materials is used elsewhere within the retailer, for slit lighting fixtures and the staircase railing.
A collection of aspect rooms are principally devoted to ladies’s put on, with smaller areas tucked behind for pop-up collections. These are presently the Moncler 1952 items designed by Sergio Zambon for the shop inauguration, a Paris-themed lineup of ethereal, white corduroy coats with a purple and white print and jackets and baggage that includes the town’s rooftops; one other room options suitcases from the Rimowa “Reflection” assortment, set on a mirrored conveyor belt. Each rooms have floor-to-ceiling screens.
One of many bigger rooms options ornate molding crafted by French artisans of the Atelier Mériguet-Carrère, and conventional picket parquet, whereas, in distinction, one other is outfitted with shiny glass and gold show instances.
Pushing deeper into the shop, the central room takes a spiral form, and opens onto the ground under — the place a big, silver sculpture of the label’s Pupazzo character sits, his grinning face on the stage of the primary ground. Moncler’s Genius line sits in nooks across the room, additionally worn by clusters of mannequins. Behind the shop is an area for youths garments, that are tucked into sharp-roofed, toy-house compartments. There’s additionally a luxurious, personal room lined with picket panels like an upscale chalet. A sprawling couch and straightforward chairs are outfitted in a Sixteenth-century tapestry motif — blown up for a contemporary impact.
Downstairs is the boys’s part, full with a personal space that has paintings by French Ivorian artist Cyprien Chabert and a becoming room lined in leather-based — that puffs out like a jacket.
A central area will home cultural reveals and shows, together with the Moncler “Voices” undertaking, which is able to deliver images taken by Julien Tavel of individuals carrying Moncler outerwear within the streets of Paris. In January, the label will display a brief film it commissioned with the Kourtrajmé movie college right here.
The brand new retailer comes at a tough time for French retail, with worldwide journey at a standstill whereas native consumption stays subdued. Decrease down the avenue, which is dwelling to elaborate flagships for labels like Apple, Nike and Adidas, the Abercrombie & Fitch retailer is closing.