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    Now reading: Moncler brings The Art of Genius to London with a blockbuster show

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    Moncler brings The Art of Genius to London with a blockbuster show

    The Italian luxury brand branched out into a new era of co-creation, inviting Pharrell Williams, JAY-Z, Alicia Keys, Mercedes-Benz and more. 

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    Last night at London Olympia in West London, Italian fashion giant Moncler closed out the British capital’s fashion week with one of the most ambitious spectacles we’d seen in some time. Titled The Art of Genius, it marked the dawning of a new era for the brand’s Genius initiative, expanding beyond the medium of fashion collaboration into cross-disciplinary co-creation, and drawing in a community of over 10,000 people to celebrate. 

    Inviting nine pioneering creative forces into its fold — Salehe Bembury, Alicia Keys, Mercedes-Benz, Roc Nation by JAY-Z, FRGMT, Palm Angels, Pharrell Williams, adidas Originals and Rick Owens — the blockbuster event hosted a plethora of groundbreaking installations and exhibitions, each blurring and pushing at the boundaries of fashion, music, performance, art, design and more. Here, we run you through each of the monumental event’s various facets. 

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    The Art of Dreaming by Alicia Keys

    For her chapter in the event, Alicia Keys — the Grammy Award-winning artist, songwriter — delivered an epic, piano-led performance, joined by a troupe of slickly choreographed dancers and London hometown heroes Little Simz and Cleo Sol on stage. The ensemble embodied the notion that “The Art of Dreaming is that pure creativity that inspires you to keep reaching higher, no matter what life throws at you,” Alicia says. It also saw the debut of a new, fluid Moncler x Alicia Keys capsule, which the artist describes as “cool, easy, 100% New York – inspired by late ’90s streetwear, but with a twist.”

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    The Art of Terrain by Pharrell Williams 

    Fresh off the back of the biggest fashion news of the year by far, Pharrell Williams presented a Moncler capsule that centred on the idea of glamping — “camping, with a stress on the refined aspect of clothing, meant for outdoor experiences and metropolitan adventures alike,” a release reads. Presented in a unique glamping concept installation, rich with the sort of verdant pastures we’d love to pitch a tent in, the clothes seen there led with functionality, replete with detachable pockets and sleeves, modular zippers that turn trousers into shorts, and even a picnic blanket cape. “The Art of Terrain is taking in the world around you and getting inspired to create something beautiful,” the creative polymath said of his Art of Genius contribution. “If you allow yourself to be open, you can find inspiration in almost anything.”

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    The Art of Imagination by Mercedes-Benz

    Mercedes-Benz’s Art of Genius installation was a full embodiment of the cross-disciplinary ethos at the concept’s heart. A surreal, time-warping installation, it saw performers dance in a low gravity chamber, backed by ethereal visuals on see-through LED screens, around a groundbreaking automotive-meets-art work.  

    “The Mercedes-Benz Art Piece, titled PROJECT MONDO G, is staged in an imaginary new universe. Displayed on a pedestal, the monolithic art piece is surrounded by an otherworldly landscape, fit for the co-creation that merged the iconic Mercedes-Benz off-roader G-Class and the luxurious puffer jacket of Moncler,” says a representative of the German automotive brand. “The setting immerses viewers into the main themes of outdoor durability and limitless opportunities for discovery.” 

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    The Art of Lightness by Palm Angels

    For their installation, Palm Angels tapped into London’s legendary club culture, inviting Boiler Room to collaborate on a — wait for it — all out foam party! A nod to Moncler’s deep-seated relationship to snow, this was perhaps the most riotous moment of the evening, putting beaming grins on the faces of anyone who passed through. “The Art of Lightness is related to the infinite possibilities we have inside and outside ourselves,” says Francesco Ragazzi, Palm Angels founder. “My intention was to create an immersive experience where foam represents a metaphor of the snow, which at the same time refers to a deep sense of peace. The result is a celebration of the individual imagination – a space that can be whatever you want it to be, where freedom and self-expression are enhanced at the utmost.” As for the clothes themselves, the co-created collection developed on the designer’s love for all things americana, subverting classic vintage tropes to yield unexpected results that, though daring, are certain to become surefire faves. 

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    The Art of Love by FRGMT

    Last night, Hiroshi Fujiwara dazzled the Art of Genius audience with a robot peep show, starring a cast of endearing LOVOTs — bots designed in Japan to replicate the warmth of real human interaction. Creepy as that may sound, it was in fact a deeply endearing spectacle, with the LOVOTs even modelling pieces from the co-created collection. “The Art of Love is familiar to us all, but also exceptionally diverse,” says Hiroshi. “There are many kinds of ‘love’ – many different ways of showing love to others. I hope this installation contributes to spreading love to the world in a unique way.”

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    The Art of Exploration by adidas Originals

    Adidas Originals installation was nothing short of an expeditional adventure. Guests were conveyed along a moving runway through a real-life icescape, buffetted by icy winds, glacial sounds and models stood on scaffolding, dressed in a collection that fused rugged exploration with urban flair. “The Art of Exploration is fundamentally about fearlessly stepping into the unknown,” says Stefano Pierre Beruschi, Senior Design Director, Culture Collaborations & Partnerships, adidas Originals “Our collection takes on contemporary frontiers – from the city streets to the summit peaks – for a new context. The immersive event is an extension of this vision – toying with the senses in order to confront guests with an experience that is inspirational and outside of the norm.”

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    The Art of Elements by Salehe Bembury

    Making his ready-to-wear to debut as part of The Art Of Genius, footwear visionary Salehe Bembury presented a totemic installation — an earth-like spinning rock featuring the designer signature grain motif, with models sporting riffs on a classic outdoor explorer’s uniforms, and reworked iterations of Moncler’s signature Trailgrip sneaker. “The Art of Elements is an exploration of palette, shape, and utility,” Salehe says. “From extensive time spent in the wilderness, I have developed a deep appreciation for nature and the elements that come with it. The Art of Elements is an exploration of the spectrum of energy that these elements deliver.”

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    The Art of All by Roc Nation By JAY-Z

    Though The Art of Genius was, by default, as democratic an experience as fashion week events come — few can count 10000 invitees, comprising members of the general public, on the guest list after all! — Roc Nation by JAY-Z’s spectacle best exemplified the event’s open-to-all spirit. Featuring high-spec pods in which guests were allowed to contribute their own vocal signatures to be engineered by JAY-Z’s legendary award-winning producer, Mike Dean, the subsequent recordings were then used to create a moving sound piece. “The Art of All is the journey, it is the everyday, it is waking up and using your voice,” said JAY-Z. “Genius is everywhere.” The collection itself exhibited a similar spirit of genius, conceived as a set of interchangeable pieces that can be combined to create unique compositions akin to musical harmonies.

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    The Art of Design by Rick Owens 

    A development on his work in furniture and interiors, Rick Owens presented a temperature-controlled soundproof steel Sleep Pod, built for two. “The Art of Design takes the aesthetic bubble concept of our last collection with Moncler further: to a personalised, quietly considered, and introspective bubble as a customised sleeping pod – with clothing to match,” says Rick. If that didn’t take your fancy though, then guests were invited to lean into their hedonistic sides on a four-to-the-floor dancefloor, soundtracked by a genre-defying roster of DJs, as well as to check out the designer’s latest collaborative collection with Moncler.

    Credits


    All images courtesy of Moncler

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