“In February we are planning to launch a new chapter in the Genius series, the third, which will be a container for all the projects carried out over the various months”. Word of Remo Ruffini, president and CEO of Moncler, who cut the ribbon at ‘House of Genius’, a temporary concept store open to the public until January 2020, in the Vittorio Emanuele II gallery in Milan last night. also present in Paris and Tokyo, which welcomed the arrival of pop-ups with a series of events and creative sessions in store by international artists and performers.

One above all Vanessa Beecroft, who created a special artistic performance in the Milanese salon with models and dancers dressed in Moncler jackets. A tribute to the autobiographical memory that bind the artist to the brand. “Vanessa is an artist that I always liked but with whom I had never worked before – explains Ruffini – I called her and she said ‘okay, I’m coming. So the idea was born. always loved his projects “.

In the temporary concept stores the collections are presented following the calendar of monthly launches, the revolutionary format of the Moncler Genius project which, explains Ruffini, “is not a quantity project but is based on 8-9 projects a year in the shop that are twenty or so of days. The numbers do not want to be big because it is a product designed to create a quick dream “. A strategy that seems to bear fruit if we consider that the group has closed the first nine months of 2019 with revenues of 995.3 million euros, registering a growth of 14%.

“Rather than having ten bad companies, I prefer to focus on Moncler and create a great brand,” notes Ruffini. The curator of House of Genius is Francesco Ragazzi, who imagined the sales area as an art gallery in which to install and display new works. Like the collections linked to the Moncler Genius project along with other articles designed for the host cities. The goal of Genius is to create energy around the brand. A concept that has been very well received, especially by the markets.

“It is a winning project and attracts many young people – says Ruffini -. There are markets more inclined to this type of communication, such as Asia, Korea and Japan. Europe and the United States are less used to it but we are working on it”. “In Moncler – the head of the group concludes – we continue to explore the value of uniqueness in all its forms and manifestations. We are always looking for new inspirations to redefine the experience and the relationship between the brand and its community”.