Moncler’s 70th anniversary celebrations showed no signs of slowing down, following the final leg of its ‘The Extraordinary Exhibition’ world tour and the launch of a new campaign photographed by Plato.
“The Extraordinary Exhibition” opened on October 12, giving visitors a glimpse into Moncler’s Alpine origins, iconic pieces and visions for the future. The five-day race kicked off with a party featuring London’s great and good. With a DJ set by Tiffany Calver, as well as Central Cee, Darkoo and other names from the capital’s music world, the launch event also brought together everyone from Francis Bourgeois to Michèle Lamy.
Visitors to the space were greeted by the Basecamp, before moving on to three spaces which each provided a glimpse into the world of Moncler. First up was the “Extraordinary Experience” zone, which mixed a film about the brand’s history with CGI animations, mountain-inspired scents and fog, before guests entered the “Extraordinary Moments” room. “, with archival boxes from all decades. Each box contained a historic garment or item from the brand’s history, ranging from the brand’s very first creation – a padded sleeping bag – to recent collaborations with Thom Browne and Noir Kei Ninomiya.
The final section of the exhibit showcased some of Moncler’s most iconic items, with a particular focus on collaborations from recent years. The collaboration theme continued through to the celebration of the Moncler Maya 70 jacket, which was central to the brand’s anniversary year. The jacket – described by Moncler as its “most iconic design” – was reworked by seven collaborators – Palm Angels, Thom Browne, FRGMT, Rick Owens, Giambattista Valli, Pierpaolo Piccioli and Pharrell Williams – for the occasion, with portraits specials on display at “The Extraordinary Exhibition”, each showing one of these new takes on the Maya.
The portraits captured by Plato also included images of seven extraordinary London creatives. Artists, musicians and creatives photographed included DJ and broadcaster Tiffany Calver, photographer James Barnor, curator Ben Broome, punk producer and poet John Glacier, stylist and editor Ai Kamoshita and photographer and filmmaker Gabriel Moses. The seventh creative presented is Plato himself in a rare self-portrait.
The following days also saw talks in space, organized in collaboration with Frieze and featuring artists James Barnor and Veronica Ryan.
After closing in London, “The Extraordinary Exhibition” will open in a digital space in China later this month, before heading to Tokyo and Seoul in November.