Translated by
Benjamin Fitzgerald
Oct 20, 2017
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Moncler opens largest global store in Milan

Translated by
Benjamin Fitzgerald
Oct 20, 2017

What a ride Moncler has had in less than five years. In June 2013, when the Italian brand first landed at the heart of Milanese luxury, at number 1 via Montenapoleone, Moncler recorded revenues of 489 million euros. Today, the luxury jacket and apparel brand, which has since completed its listing on the stock exchange, has surpassed the billion-euro mark, and has now recreated its largest store to date, at the same prestigious Milanese address.

The Milan flagship at via Montenapoleone - Moncler

The feather down specialist failed to skimp on festivities on Wednesday night, at the official store opening party. Most of the street was cordoned off and covered in white, as a multitude of snowflakes fell continuously from the building, landing on the heads and coats of the invited guests, who stood at the front entrance. 

To prevent impatience, guests were served little glasses of alcohol and roasted chestnuts, which were grilled on site. In this joyful winter sports, holiday ambiance, the crowd amused themselves with selfies in front of cardboard sets featuring snow-covered fir trees, as well as quirky characters, such as bikini skiers.

A snowy via Montenapoleone at the opening of the Milan flagship store - FashionNetwork.com (photo DM)

The Moncler store, which opened four years ago, was renovated by the firm with the addition of two more floors taking it to four levels; connected by a large spiral staircase made of marble and dark metal. The total area covers 800 square metres, of which 550 metres are intended for commercial activity.

The shop stocks women's, men's and accessories collections and the high-end offerings from Gamme Rouge and Gamme Bleu. The new space, which boasts wooden features throughout, was designed once more by French architects Gilles & Boissier.

Inside the flagship - Moncler

The project has evolved from the previous retail concept with the introduction of new architectural elements. For example, the geometric details borrowed from the 1930s-1940s in reference to Milan, and the polished pebbles, forming mosaics that cover the walls, recalling the decorations of Lombardy palaces in the Baroque period.

The Italian market remains important to Moncler. As for its other domestic stores, the brand would like to rework its via dell Spiga store with a focus on childrenswear, and is looking for a replacement location for its Rome store.

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