Moncler Champs-Elysées
In December 2020, French-born and Italy-based luxury winterwear brand Moncler has opened it biggest store worldwide on the avenue des Champs-Elysées in Paris. The store has been imagined like a Parisian flat, with a corridor leading to several rooms. Architectural firm Gilles & Boissier designed the store using noble material such as marble, wooden floor and moulding ceilings. The two-floor, 1000 sqm store features the full range of the brand, and collections for women, men and children. Each room showcase one particular collection.
The assortment
The ground floor is dedicated to women. The floor is divided into several rooms, each of them dedicated to a particular collection. It features an immersive room with a giant screen from floor to ceiling. For the opening this immersive room hosts a limited-edition unisex collection inspired by the Paris rooftops and available only at this flagship. It may hosts other limited-edition collection in the future. A second immersive room showcases the collaboration of Moncler with suitcase brand Rimowa.
Clients have the possibility to privatise two rooms on the ground floor for private shopping sessions.
On the first floor also features the room dedicated to kidswear, and an area to display the exclusive collaborations of the brand with niche artists and designers.
The basement is dedicated to menswear and is organised similarly to the ground floor: several rooms hosting one collection per room.
The features
The space that hosts special collaboration on the ground floor has been constructed with a light elevation gain that reminds a ski slope, a nod to the brand's origin.
There is a room for exhibition and creative sessions (in the basement). For the opening its hosts a series of portraits from celebrities wearing Moncler gear in the streets of Paris. After that, the brand will showcase a short film that it has commissioned to French cinema school Kourtrajmé.
For the opening, the store is also showcasing a human-size sort of igloo that the brand used in one of its campaigns. It was imported directly from Italy. Customers can use the immersive area as a selfie station.
The brand also offers instore service such as beverage served by staff members.
Digital activations
Beside the two immersive rooms, the store also features iPads to help customers order a particular product or size that is not available in the store.
Covid-19
No particular changes were made to the store design and purpose in relation to the Covid-19. Safety measures such as limited foot traffic and mandatory are implemented, and the grand opening was delayed.