2022 is a big year for Moncler. The storied label is celebrating its 70th anniversary, marking the occasion with special edition releases, a blockbuster show in Milan and a traveling exhibition telling the story of the past seven decades. The exhibition, titled “The Extraordinary Expedition,” recently opened in New York and will now open in London.
Taking place at 180 The Strand, the London leg of the exhibition coincides with the Frieze London Art Fair, giving Moncler the opportunity to showcase its collaborative vision through a special set of portraits. Captured by Platon, the portraits show different Moncler Maya 70 collaborations worn by figures from fashion, sports, music and entertainment.
Each of the seven portraits celebrates a different Moncler Maya 70 collaboration. Palm Angels’ jacket is worn by Elsa Hosk, while Lee Pace models Thom Browne’s, Nigel Sylvester’s FRGMT and Michèle Lamy’s Rick Owens. The collaborative program is rounded out by Giambattista Valli (as worn by Bianca Brandolini and Honey Dijon), Pierpaolo Piccioli (Kristen McMenamy), and Pharrell Williams (Tobe Nwigwe). Platon will also exhibit seven digital portraits of extraordinary Londoners.
Visitors to the exhibition will start at Basecamp, before being transported from central London to the Alps via the ‘Extraordinary Experience’. Starting at base camp, the experience also includes wall-to-wall CGI animations surrounding the visitor alongside a mountain sculpture and mist, wind and fragrances that recreate the alpine peaks that have shaped and influenced Moncler since its founding in the 50’s
Other features of the exhibition include a look at key Moncler milestones dubbed “Extraordinary Moments”, consisting of seven Archive Boxes, each containing images and artifacts from the past 70 years, while visitors will also be able to customize Exclusive Moncler jackets for men and women through the Moncler By Me system. Meanwhile, the “Extraordinary Designs” section houses iconic looks from Moncler’s extensive archives.
The “Extraordinary Expedition” continues outside the physical realm. Moncler has worked with digital artist Antoni Tudisco to create the brand’s first NFT collection, fusing the Maya 70 jacket with landmarks from across London. This NFT will be displayed at the exhibition and 500 editions will be given away to visitors.
Moncler’s “The Extraordinary Expedition” exhibition opens at 180 The Strand on October 12 and runs until October 16, before its world tour continues with visits to Seoul, Tokyo and China. Tickets can be reserved through Moncler’s 70th anniversary website.
Image via publicist
Source: news.google.com