On the occasion of the opening of its renovated flagship store on Canton Road in Harbour City, Moncler conducted a flash art-performance piece entitled Moncler | Destination Hong Kong.
More than 10,000 Mr. Moncler - the brand's symbolic ambassador in 19 inch statuette form - will be positioned in several locations in the city, bringing to life the streets and 'interacting' with passers-by.
Artist Craig Costello, one of the most visionary and inspirational street artists today, will personalize 350 Mr Monclers, of which a limited number of unique pieces were gifted as collectibles to visitors present in the selected locations.
Starting out from five symbolic locations around the world - Tokyo, St. Moritz, Melbourne, Berlin, Los Angeles - Mr. Moncler will figuratively reach Hong Kong with the aim to reduce the distances separating these cities, as if to celebrate the multicultural and universal message of art which has no boundaries.
The symbolic cities are represented by road signs, evoking the road signs found in the mountains; a reference to the brand's origins.
This global road map becomes the visual leitmotif of the event, reproduced in the new boutique's windows, as well as on the patches quilted on the back of the silver duvet jacket worn by Mr. Moncler and, finally, in the limited edition collection which will be launched exclusively in Hong Kong for the opening of the Moncler boutique.
"Art has always been a key communication asset for Moncler. With the Moncler | Destination Hong Kong project we have decided to celebrate the universality message related to art, through a combination of expression and imagination. Moncler’s partnership with the artist Craig Costello has allowed us to blend Moncler DNA with the trademark paint-drip aesthetic, resulting in a unique globally recognizable language project", explained Remo Ruffini, Chairman and CEO of Moncler.
For Moncler, fashion, beyond trends, is an expression of individuality. Just like art, it is a synthesis of a journey intuition of new synergies between technology and nature, mountains and cities, functionality and aesthetics.