Moncler 70: The Extraordinary Expedition


Client: Moncler

When Moncler - the byword for luxury outerwear - celebrated its milestone 70th anniversary, XYZ produced the London leg of its spectacular tour of global fashion capitals. Cementing its credibility as an artistic brand amongst London’s creative & cultural scenes, the trailblazing ‘brand of extraordinary’ conceived its first-ever brand experience - ‘The Extraordinary Expedition’. Drawing on its Alpine heritage, innovation and ‘extraordinary moments’, this multi-sensory, mountain-inspired epic saw us transform Frieze London Art Fair’s HQ into a multi-purpose luxury brand house in under nine weeks.

Showcasing seven decades of ‘extraordinary thinking’, we brought the mountains to the city, engulfing Moncler’s diverse community of influencers, fans & creators in the sights, sounds, sensations and smells of the mountains. Five spaces featured bespoke immersive experiences, harnessing multi-sensory technology including life-like fog-snow-wind-rain effects to elicit emotional reactions. From the Basecamp void, and acclaimed photographer Platon’s duo-chrome mirror-maze gallery - to morphing physical with digital in the 360-degree immersive mountain room - every touchpoint spoke to Moncler’s luxury credentials. Glass microclimate display cases housed iconic garments from each decade, QR codes unlocked stories, designs by Moncler’s world-leading collaborators clad walls, visitors designed bespoke jackets, and its first-ever NFT dominated the skyline. Going beyond pure production, we fused creativity and experience design with technical excellence, production craft and talent/project/event management. This five-day masterpiece truly immersed visitors in Moncler’s extraordinary DNA - generating compelling content, positive sentiment and smashing every campaign metric (attendance, social media engagement, editorial). By day one, Moncler had already appointed us for its next brand experience.