Luxury on a new scale

Moncler Genius has always harnessed the power of creative collaboration. Flipping the usual two-season calendar on its head and creating a space that celebrates constant regeneration, diversity and inspiration. This year, Moncler’s ‘The Art of Genius’ took this approach to new heights, with their largest, most ambitious London Fashion Week event to date to introduce their 2023 roster of creators, concepts and collections all under one roof.

London takeover

Kicking off with of a series of out-of-home experiences, the XYZ team set the stage for a full London takeover – from mysterious yellow boxes in Kings Cross and Covent Garden to a full-scale projection of ‘The Art of Genius’ over the Royal County Hall.

Partnering with creative agency Villa Eugénie, we continued the takeover at London Olympia with eight huge, immersive experiences. Each was masterminded by Moncler’s co-creators to push the boundaries of luxury, art, and innovation by bringing their own touch of Genius to the mix.

These included Pharrell Williams’ mossy wilderness ‘The Art of Terrain’, Palm Angels x Boiler Room’s epic foam party, Roc Nation by Jay-Z’s live recording studio, an epic sculpture of Mercedes Benz’ off-roader G-Class styled in a silver Moncler puffer jacket, and futuristic art installations from FRGMT, Rick Owens and Salehe Bembury.

The (surprise) highlight of the night was a flawless performance by Alicia Keys, dubbed ‘The Art of Dreaming’, who was later joined onstage by London-born artists, Little Simz and Cleo Sol.

Expect the unexpected

From fashion enthusiasts to A-listers alike, the brand opened its doors for all to experience the world of Moncler – and luxury – in an entirely new light. With over 10,000 guests attending IRL, 1m+ joining via YouTube livestream, 700k+ on Twitch, and an impressive 4bn+ social media impressions, The Art of Genius ensured that Moncler engaged fresh audiences and scaled towering new heights of brand awareness.

Venue management, logistics, OOH production, event planning: XYZ
Creative concept & production: Villa Eugénie
Art of Genius brand creative: WeSayHi