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 touring exhibition telling the story of the last seven decades. The exhibition—titled “The Extraordinary Expedition”—kicked off in New York recently, and is now set to open in London.
Taking place at 180 The Strand, the London leg of the exhibition coincides with Frieze London Art Fair, giving Moncler an opportunity to display its collaborative vision through a special set of portraits. Captured by Platon, the portraits showcase different Moncler Maya 70 collaborations as worn by figures from fashion, sport, music, and entertainment.
The seven portraits each celebrate a different Moncler Maya 70 collaboration. Palm Angels’ take on the jacket is worn by Elsa Hosk, while Thom Browne’s is modelled by Lee Pace, FRGMT’s by Nigel Sylvester and Rick Owens’ by Michèle Lamy. 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 showcase seven digital portraits of extraordinary Londoners.
Visitors to the exhibition will begin at Basecamp, before they are transported from central London to the Alps through the “Extraordinary Experience.” Beginning at base camp, the experience also includes wall-to-wall CGI animations that surround the visitor alongside a mountain sculpture and fog, wind and fragrances that recreate the Alpine peaks that have shaped and influenced Moncler since it was founded in the ‘50s.
Other features of the exhibition include a look at key Moncler milestones named “Extraordinary Moments”—consisting of seven Archive Boxes, each containing images and artifacts from the last 70 years—while visitors will also be able to customize signature men’s and women’s Moncler jackets through the Moncler By Me system. The “Extraordinary Designs” section, meanwhile, plays host to iconic looks from Moncler’s extensive archives.
The “Extraordinary Expedition” continues outside of the physical realm. Moncler has worked with digital artist Antoni Tudisco to create the label’s first-ever NFT collection, merging the Maya 70 jacket with landmarks from across London. This NFT will be on display at the exhibition, and 500 editions will be gifted 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.
