Moncler Unveils the RE/ICONS Karakorum with a Majestic Campaign
This fall, Moncler unveiled RE/ICONS Karakorum in select boutiques, introducing fans of the beloved and long-standing Italian fashion house to three elegantly reimagined Karakorum jackets. Initially produced by the maison in 1954, the elevated outerwear was embraced by revered Italian mountaineers Lino Lacedelli and Achille Compagnoni for their technical proficiency, thus protecting the climbers upon their tremendous summit of K2 that same year.
Courtesy of Moncler.
As part of the inspirational new campaign, a magnetic video sweeps across mountain ranges, while a graceful voice proposes the brand’s latest challenge: “How do you re-icon an icon?” In deft reverberation, Moncler shined exquisite light on the newly restored Domino Sugar Factory in Williamsburg, Brooklyn, rejoicing in profound connections between New York and the storied sportswear brand.
A Profound Heritage Evolves, from the Summit to the Street
Moncler’s heritage began in 1952 on the dazzling peaks of Monestier-de-Clermont in Grenoble, France. Commencing with the visionary goal of providing alpine workers with incomparable warmth and technical prowess, the fiercely innovative and design-centric brand now celebrates over 70 years in the pursuit of perfection for outdoor adventurers—from the summit to the street.
Moncler RE/ICONS pays distinct homage to classic designs while beautifully revisioning them for a contemporary landscape. Last year, itintroduced the new Moncler Maya jacket on the occasion of its 70th anniversary, while this year the Karakorum “duvet,” named after the vibrant Asian mountain range, is reconsidered in sensual and forward-thinking designs.
Moncler presents “RE/ICONS” at Domino Sugar Refinery, courtesy of Moncler.
Moncler Sparks Empowering Dialogue at Domino Sugar Factory
As the modern-day armor for frosty New York winters, Moncler is weaved into the DNA of the city and its diverse communities. In this vein, a legend uplifts a legend with the bold activation at Domino Sugar Factory. A vista of ethereal mountain ranges, and twinkling sky, is projected onto the building’s historic facade, its peak stamped by the artistic blue, white, and red Moncler emblem. Project title “RE/ICONS” glows just below the luminous Domino Sugar signature, making way for compelling phrases “BECOMES A SIGN OF THE TIMES,” and “WHERE OUR HERITAGE MEETS OUR FUTURE.”
Like pioneers Lacedelli and Compagnoni, Moncler faced a succession of technical challenges with the tremendous venture. The building’s dark and sweeping facade, wrapped in arched glassless windows, is situated along the East River, and unfolds with a labyrinthine architecture of fluctuating heights and depths. Unstable weather conditions and the President’s front-page arrival into the city for a nearby U.N. meeting intensified such an artistic effort—but the maison was cleverly resourceful. Technical solutions included a savvy 3D scanning of the facade and a comprehensive 3D pipeline from the factory to a media server with AR calibration; 16 video projectors of 30,000 lumens, and meticulously placed cameras and drones from across the river to atop the Williamsburg Bridge and The Plaza, united for an authentic tour de force.
Moncler presents “RE/ICONS” at Domino Sugar Refinery, courtesy of Moncler.
In this striking and cutting-edge performance, two timeless icons are in dialogue with each other as well as the entirety of an international metropolis—and therefore, with the world. Moncler’s answer to its latest challenge is asked and answered: “To re-define an icon, let it be re-iconic.”
Courtesy of Moncler.
Moncler presents “RE/ICONS” at Domino Sugar Refinery, courtesy of Moncler.
Moncler presents “RE/ICONS” at Domino Sugar Refinery, courtesy of Moncler.
