Moncler City of Genius Digital Experience

Client: Moncler

Moncler Genius is a series of collaborations that bring together icons from fashion, art, cinema, and music to create extraordinary collections.

At its core is a simple yet profound question posed to each collaborator: How do you live genius? This idea is inspired by a 1960s study on genius, where experts tested creativity in young children. When assessed at five years old, 98% of participants exhibited genius-level creative problem-solving. However, by age 15, only 12% qualified, suggesting that uncreative behavior is learned, and the process of living de-geniuses us.

The City of Genius envisions a world where creativity is uninhibited, allowing individuals to live their genius freely. To bring this concept to life, the agency developed an interactive digital experience on moncler.com, where visitors can explore an evolving skyline that reflects each collaborator’s unique vision. As new collections drop, the platform updates, making it a dynamic hub for shopping and immersing in the world of Moncler Genius.

The latest Moncler Genius launch transformed a 30,000sqm space on the Bund in Shanghai into a physical City of Genius, featuring designer-curated neighborhoods and exclusive previews. A custom digital map enhances the experience, guiding guests through the space and revealing the inspirations behind each visionary collection.