Moncler unveils new superstore on Champs Elysées

By

Godfrey Deeny

Published
Dec 10, 2020

Moncler has opened a brand spanking new flagship on the Champs Elysées, the largest store of the brand anywhere in the world.

 
In a fashion era  defined by multiple brand collaborations, the huge new store is a veritable temple to stylish linkups, and brilliantly displays the many collabs within the brand’s much-followed, many-designer project known as Moncler Genius.
 
“It’s exactly what I have always wanted for Moncler. A multi-brand boutique. Where we could include all of our universe,” explained CEO Remo Ruffiini to FashionNetwork.com, as he beamed with pride at his new superstore.
 
Located at 119 avenue des Champs Elysées, the 1,000-square-meter store by Gilles & Boissier, the noted architectural firm responsible for such projects as Baccarat Hotel in New York or the Mandarin Oriental in Marrakech; and Buddakan restaurant in Manhattan and Kinugawa in Paris. The duo have already created over 10 stores for Moncler stretching from Moscow to Tokyo.

It’s a somewhat labyrinthine space; broken up at the center with a giant circular stairway around a massive silver mutant toy that leads to a subterranean level; and multiple departments for technical ski gear and the house’s more alpine Moncler Grenoble.

Luxury materials dominate: French stonework; polished marble; tempered bronze and  carbonized woods – juxtaposed with mirrored surfaces; trompe l’oeil reflections and full-length polished client mirrors.
 
Remarkably, Moncler already retails at 16 sales points in Paris, including boutiques on the rue du Faubourg Saint-Honoré and in Saint Germain as well as retailing at Galeries Lafayette, Le Bon Marché, Printemps and BHV department stores.
 
Though, given its grand style, and rich array of product categories, Moncler Champs Elysées looks like it is becoming the brand’s true destination store in the City of Light.
 
“We try to progress with each store, and each project. I’m honestly very happy with this space. I just wish there were more customers. But with the pandemic, you know?” shrugged Ruffini, in honest recognition of current difficult market conditions.