Moncler is making its presence in New York impossible to miss.
Sitting inside the General Motors Building at 767 Fifth Avenue, just a stone’s throw from Central Park, the two-storey space covers 23,680 square feet.
Moncler has used the opening to bring its alpine roots into the middle of Manhattan. Created alongside French design studio Gilles & Boissier, the space features ceilings stretching beyond eight metres, monumental columns, textured glass installations resembling frozen waterfalls and a checkerboard floor combining polished and raw finishes. Art also plays a major role, with a large-scale stone work by Ugo Rondinone connecting the two floors and additional pieces from Jean-Guillaume Mathiaut, Paul Bik and Arno Declercq dotted throughout.
The ground floor houses Moncler’s mainline menswear, womenswear and childrenswear alongside Moncler Genius collaborations and footwear, while upstairs is all about Moncler Grenoble. The latter spans everything from technical ski gear and après-ski pieces to hiking layers, with equipment from Stöckli and POC joined by WHITESPACE x Moncler Grenoble snowboards created with Shaun White.
There are a few Fifth Avenue exclusives, too. Customers get early access to the second LoveFrom, Moncler collection, created with Jony Ive’s LoveFrom collective. Built around a down-filled Moncore jacket, the modular system includes interchangeable field jacket, parka and poncho layers connected using magnetic Duo Buttons. A series of limited New York-themed patches, ranging from a yellow cab and apple to a vinyl record, can also be used to customise pieces at the flagship until October 1.
Moncler is also using the opening to move into made-to-order territory. Its new “Moncler to Measure” service lets clients personalise four outerwear silhouettes using materials including cashmere flannel, silk, leather, suede and shearling, alongside embroidery, crystals, studs and other finishes. Even the branding can be dialled up or removed entirely, while personalised interior name tags provide the finishing touch.
And the experimentation isn’t limited to the physical store. Moncler is launching an AI-powered Outerwear Guide in the US that recommends up to 12 pieces based on a short series of questions, while a Virtual Dressing Room arriving later this year will use facial scans and body measurements to build digital avatars and provide a more detailed look at how different jackets should fit.
For Moncler, Fifth Avenue is a sprawling new showcase for everything the brand has become, bringing together fashion, performance, art, technology and its mountain heritage under one very big New York roof.
