Moncler relocates NYC SoHo store

By

Robin Driver

Published
Sep 20, 2018

Italian brand Moncler, best known for its iconic down jackets, has announced the opening of its newly relocated NYC boutique, which has moved a few doors up from its previous location on SoHo’s Prince Street.

 
The 550-square-meter space, spread over three floors, carries all of the Moncler Genius line as well as the brand’s men’s, women’s, children’s and accessories collections.
 
The store was designed by French architecture studio Gilles & Boissier, a long-time collaborator of the Milan-based label, having developed the concept which serves as the base for Moncler locations around the world.

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Black is the dominant color in the space, combining with dark woodwork to make white marble accents pop. Pieces are displayed in cases constructed out of metal and stone, while a central staircase in marble and metal links the two principal sales floors, alternating shades of black and brown.
 
Exposed brick walls and ceilings – a nod to the boutique’s NYC location – add a contrasting urban touch to the space.
 
Visitors to the store will be greeted by a bronze sculpture by British artist David Nash placed at the location’s entrance, while a second sculpture by Beijing-born artist and poet Ma Desheng forms the focal point of the boutique’s ground floor.
 
The relocated store joins Moncler’s Madison Avenue flagship in New York, a city which has always held particular importance in the brand’s international strategy, despite the fact that the Americas is a relatively small market for the company, accounting for around 15% of global sales in the last quarter.
 
The new Moncler SoHo store is now open at 99 Prince Street, NYC.