{"id":1239204065,"date":"2026-09-10T00:01:00","date_gmt":"2026-09-10T04:01:00","guid":{"rendered":"https:\/\/wwd.com\/?p=1239204065"},"modified":"2026-09-09T19:20:05","modified_gmt":"2026-09-09T23:20:05","slug":"moncler-fifth-avenue-flagship-interior-design-1239204065","status":"publish","type":"post","link":"https:\/\/wwd.com\/business-news\/retail\/moncler-fifth-avenue-flagship-interior-design-1239204065\/","title":{"rendered":"Moncler Makes a Grand Statement on Fifth Avenue"},"content":{"rendered":"\n\t\t\t\t
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\tOpening a store is not only a business opportunity, it can also be a dream realized.<\/p>\n\n\n\n\n\tSo it is for Remo Ruffini, executive chairman of the Moncler Group. <\/p>\n\n\n\n\n\t\u201cI\u2019ve always had a strong connection with New York, my father lived in the city for years starting from 1968 and I used to visit often, as a child marveling at the size of everything, compared to Italy. I was impressed, it was all new, big and unexpected,\u201d said Ruffini, ahead of the opening of Moncler<\/a>\u2019s biggest flagship in the world Thursday. <\/p>\n\n\n\n\n\tHe acknowledged he’d been looking to open a store in New York for many years and the ideal location in his mind was precisely the one he succeeded in securing. The Fifth Avenue flagship is the former site of FAO Schwarz and, more recently, a temporary Apple store during the renovation of the tech brand’s Fifth Avenue store. <\/p>\n\n\n\n\n\t\u201cThe location is perfect, between Fifth and Madison Avenues, and to me it\u2019s always been a point of reference over the years,\u201d Ruffini said.<\/p>\n\n\n\n\n\tIt\u2019s taken three years to restructure the space and Ruffini turned to his go-to design studio for the interiors: Gilles & Boissier. <\/p>\n\n\n\n\n\t\u201cWe worked together from Day One, on the first store in Paris and I never felt the need to consider anybody else. We are in symbiosis,\u201d he said. <\/p>\n\n\n\n
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\n\t\n\t\t\t\t\tThe commanding Ugo Rondinone sculpture evokes Moncler’s alpine roots.<\/span>\n\t\t\n\t\t\t\t\t\t\t\t\tLexie Moreland\/WWD<\/cite>\n\t\t\t\t\t\n\t<\/figcaption>\n\n\t\t\t\n<\/figure>\n\n<\/div>\n\n\n\n\n\tGilles & Boissier, led by husband-and-wife cofounders and principal interior architects Patrick Gilles and Doroth\u00e9e Boissier, designed about 250 Moncler locations over more than 20 years, as well as Ruffini\u2019s residence.<\/p>\n\n\n\n\n\tThe executive admitted the flagship \u201creflects my own taste,\u201d and said he wanted it to feel like home. \u201cI am interested in offering a connection to the dream of the brand, communicating with our community, fueling the relationship with our customers and expressing our history and strategy,\u201d and he underscored his conviction that \u201cconsumers don\u2019t want the same experience around the world.\u201d Accordingly, the flagship is marked by site-specific art works. <\/p>\n\n\n\n\n\tMarking the opening, the \u201cNew York in Moncler” exhibit of retrospective images, which runs through Sunday, capture the brand\u2019s relationship with the city over two decades, but Ruffini, while admitting \u201ca good performance\u201d in the U.S., said it still offers strong potential. \u201cWe are a bit under-penetrated compared to our competitors.\u201d <\/p>\n\n\n\n\n\tWhile precise revenue figures by country are not disclosed, the Americas account for 13.5 percent of total brand revenues.<\/p>\n\n\n\n\n\tIn the first half, revenues in the Americas increased by 6 percent at constant exchange rates compared with the same period last year, reaching 147 million euros. In the second quarter, revenues in the region rose 4 percent year-on-year, supported by the continued solid performance of the direct-to-consumer channel, which benefited from robust local consumption.<\/p>\n\n\n\n\n\tAs of June 30, Moncler counted 298 directly operated stores, a net increase of three units compared to the end of March. In the Americas, Moncler operates 54 boutiques. In the U.S., the number is approximately 35 stores. <\/p>\n\n\n\n
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\n\t\n\t\t\t\t\tRemo Ruffini in the Moncler Fifth Avenue flagship.<\/span>\n\t\t\n\t\t\t\t\t\t\t\t\tCourtesy of Moncler<\/cite>\n\t\t\t\t\t\n\t<\/figcaption>\n\n\t\t\t\n<\/figure>\n\n<\/div>\n\n\n\n\n\tRuffini did not dismiss working with department stores and wholesale accounts, despite changes in the scenario. “It\u2019s true that the channel has been going through turmoils and there are fewer specialty stores, but we still believe in wholesale, and I don\u2019t think there is any cannibalization with the opening of the flagship. The customers are different.\u201d<\/p>\n\n\n\n\n\tAsked about working with the Exemplar Luxury Group, formerly Saks Global, he expressed confidence in chief executive officer Geoffroy van Raemdonck, describing him as \u201cserious, credible and capable of exceptional work.<\/p>\n\n\n\n\n\t\u201cThe U.S. market is increasingly important for luxury, it joins together different cultures, and there is a strong energy. The macro situation may be more confused, but I look at Moncler and there is room to grow,\u201d Ruffini continued.<\/p>\n\n\n\n\n\tWith his management, while leveraging the strength of its history and the tradition of winter wear, he has long aimed at developing the brand\u2019s offer as a yearlong proposition. The Americans\u2019 passion for the mountains outside of the winter months, he said, is an additional positive note. On the other hand, New York\u2019s cold winters, he said smiling, will help sell. <\/p>\n\n\n\n
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\n\t\n\t\t\t\t\tStylish performance wear at Moncler’s Fifth Avenue flagship.<\/span>\n\t\t\n\t\t\t\t\t\t\t\t\tLexie Moreland\/WWD<\/cite>\n\t\t\t\t\t\n\t<\/figcaption>\n\n\t\t\t\n<\/figure>\n\n<\/div>\n\n\n\n\n\tIndeed, the store also carries Moncler Grenoble, the luxury high-performance mountain collection. Incidentally, while the brand has been shown in locations such as Aspen most recently \u2014 another sign of the company\u2019s interest in the U.S. \u2014 and in Saint Moritz and Courchevel, France, its first collection was presented in New York at Chelsea Piers in January 2010 during New York Fashion Week.<\/p>\n\n\n\n\n\tRight off the flagship’s main Fifth Avenue entrance, the impression is of a true flagship \u2014 massive, distinct, experiential, yet not really transactional.<\/p>\n\n\n\n\n\tWith its expansive atrium, 26-foot-high ceiling and formidable black granite-textured glass columns, the two-level, 23,680-square-foot flagship exudes verticality and depth.<\/p>\n\n\n\n\n\tThe flagship was designed in classic, enfilade-style architecture, with a long central hall and an organized series of framed “salons” on the sides. The interior provides a sense of discovery, reminiscent of exploring the galleries of a museum. With its generous spacing, there’s freedom of movement for easy viewing and for grasping the essence of Moncler \u2014 a luxury brand blending high fashion and functionality.<\/p>\n\n\n\n\n\tThe ground floor of the Fifth Avenue flagship houses the men\u2019s, women\u2019s and children’s designs from the Moncler Collection, as well as the Moncler Genius collection, and footwear including the collaboration with Clarks. In the men’s area are two tall columns of textured glass suggesting a frozen waterfall.<\/p>\n\n\n\n
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\n\t\n\t\t\t\t\tWomen’s outfits at Moncler’s Fifth Avenue flagship.<\/span>\n\t\t\n\t\t\t\t\t\t\t\t\tLexie Moreland\/WWD<\/cite>\n\t\t\t\t\t\n\t<\/figcaption>\n\n\t\t\t\n<\/figure>\n\n<\/div>\n\n\n\n\n\tDeeper into the store and down a short flight of stairs, there’s women’s outerwear, often shown with blouses, knits, skirts and headwear, to encourage outfitting and layering, and to underscore that Moncler is not purely outerwear, though sometimes it’s mistakenly perceived as such. <\/p>\n\n\n\n\n\tWomen’s is housed in an open-floor plan for a different shopping experience than the more compartmentalized character of the men’s section.<\/p>\n\n\n\n\n\tSome iconic pieces are displayed for public presentation, not consumption, like the opulent, floor-length puffer coat from the 1 Moncler Pierpaolo Piccioli fall 2019 collection worn by Sarah Jessica Parker in “And Just Like That,” the series sequel to “Sex and the City.” It stands alone in its own space, as does an elaborate outfit consisting of a crinoline dress, windbreaker and puffer bonnet, from the Moncler x EE72 by Edward Enninful collection for Moncler’s City of Genius immersive exhibit during Shanghai Fashion Week in 2024. Genius is Moncler’s platform for designers, artists and cultural figures to collaborate on capsule collections.<\/p>\n\n\n\n
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\n\t\n\t\t\t\t\tThe floor-length puffer coat from the 1 Moncler Pierpaolo Piccioli collection worn by Sarah Jessica Parker in “And Just Like That.”<\/span>\n\t\t\n\t\t\t\t\t\t\t\t\tLexie Moreland\/WWD<\/cite>\n\t\t\t\t\t\n\t<\/figcaption>\n\n\t\t\t\n<\/figure>\n\n<\/div>\n\n\n\n\n\tAdding to the aura of discovery, there’s the “Cabine Curiosit\u00e9” with a large screen projecting images from the “New York in Moncler” campaign featuring photographs by Annie Leibovitz as well as scenes of Moncler events and fashion shows at such landmarks as Grand Central Terminal, Lincoln Center and Central Park.\u00a0<\/p>\n\n\n\n\n\tThe \u201cNew York in Moncler\u201d exhibit is currently up at Grand Central Terminal, and to further trumpet the flagship opening, Moncler ads are on bus shelters and other structures.<\/p>\n\n\n\n
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\n\t\n\t\t\t\t\tMoncler exhibit at New York’s Grand Central Terminal.<\/span>\n\t\t\n\t\t\t\t\t\t\t\n\t<\/figcaption>\n\n\t\t\t\n<\/figure>\n\n<\/div>\n\n\n\n\n\tThere’s a “LoveFrom by Sir Jony Ive” assortment of novelty items exclusive to the store, including patches depicting a vinyl record, a big apple, and the Moncler bear mascot ascending the Empire State Building, as well as postcards and other New York City-related items.<\/p>\n\n\n\n\n\t\u201cI have great respect for Jony, he is the designer of the modern era,\u201d Ruffini said. In 2024, Moncler launched an outerwear collection in collaboration with Apple’s Ive and his LoveFrom collective formed with Marc Newson.<\/p>\n\n\n\n\n\tThe flagship introduces a “Moncler-to-Measure” service enabling customers to personalize styles with embellishments, fabrications and details of their choice, and by adjusting lengths. It’s about a six- to eight-month period from initially deciding on changes to receiving the finished, customized product.<\/p>\n\n\n\n\n\tThroughout the flagship are nods to Moncler’s alpine mountain roots, through special design elements, fixtures and works of art, such as the “waterfall” lights encased in thick frosted glass suspended from the ceiling, and the commanding Ugo Rondinone sculpture of three huge stones, stacked and colored. <\/p>\n\n\n\n
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\n\t\n\t\t\t\t\tMoncler outerwear at the new Fifth Avenue flagship.<\/span>\n\t\t\n\t\t\t\t\t\t\t\t\tLexie Moreland\/WWD<\/cite>\n\t\t\t\t\t\n\t<\/figcaption>\n\n\t\t\t\n<\/figure>\n\n<\/div>\n\n\n\n\n\tAdditional works by Paul Bik, Arno Declercq and Jean Guillaume Mathiaut contribute to the museum character, and as Ruffini said, “the artists are linked to our history, and their works blur the boundaries between retail, architecture and cultural experience.” <\/p>\n\n\n\n\n\tBlack-stained wood screens, created by artist Matthieu Naab, are like monuments helping define part of the space.<\/p>\n\n\n\n\n\tThere are also nods to New York City. For example, the facade is framed in glass and animated by integrated LED strips to suggest the intensity of Times Square, and the columns are designed to suggest Manhattan’s skyscraper skyline.<\/p>\n\n\n\n\n\tThe second floor houses Moncler’s Grenoble collection of high performance yet fashionable year-round mountain and outdoor offering for men and women. The collection also offers apr\u00e8s ski styles. Moncler Grenoble is the fastest-growing dimension within the Moncler brand. While Moncler Grenoble collections are distributed through the majority of Moncler stores worldwide, it currently has two dedicated boutiques, in Saint Moritz and Aspen.<\/p>\n\n\n\n\n\tAlso on two, there’s a bar, event space and a private suite with leather and suede furnishings and sliding doors as you might see in a posh Paris residence, for clients working with personal shoppers, or perhaps a respite from shopping. Fitting rooms are designed like private suites.<\/p>\n\n\n\n
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\n\t\n\t\t\t\t\tThe verticality of Moncler’s Fifth Avenue flagship.<\/span>\n\t\t\n\t\t\t\t\t\t\t\t\tLexie Moreland\/WWD<\/cite>\n\t\t\t\t\t\n\t<\/figcaption>\n\n\t\t\t\n<\/figure>\n\n<\/div>\n\n\n\n\n\t“For us, the first thing we have in mind when designing a store is the first impression, the first sensation,” Boissier said. “We always want the visitor to feel something strong when they enter a store. This is why we pay particular attention to the entrance of each location. It can sometimes have a very distinctive design that echoes the city in which it is located. In Paris, for example, it is the impressive limestone entrance with its Versailles-inspired marble floor. In Milan, it is the original moulding of the Galleria Vittorio Emanuele II. <\/p>\n\n\n\n\n\t“Here, at the Moncler Fifth Avenue store, the visitor enters an impressive double-height space. The first impression is truly spectacular. The visitor is immediately struck by the grandeur of the space,” she continued. “This is particularly interesting because, after leaving Fifth Avenue and its large buildings, you enter a new environment \u2014 an interior architecture with a different scale, yet one that remains equally grand. What is most important to us is that the visitor can immediately feel the spirit and history of Moncler. This is especially true when entering such an iconic house as Moncler: its identity, its history and its DNA must be felt through every architectural detail and become a physical manifestation of these intangible elements.\u201d<\/p>\n\n\n\n\n\tWhile the atrium soars 26 feet high, “you can find this horizontal scale through the sense of perspective discovered upon first entering. We created architectural elements that create depth, regularity and perfect symmetry that in the end echo a library or an archive room,” Gilles said. “In the back of the space, we took advantage of the ceiling height to create a more intimate space with the bar and the private VIP salon that is conceived like a Parisian apartment. This allowed us to create a sensational entry with strong emotion and to then bring the visitor to a more intimate and reserved space, introducing them to a different idea of scale, of grandeur, and playing with different perspectives to create a true inner journey in the boutique. We like the fact that the visitor will feel different, almost opposite, emotions as they explore, avoiding a sense of passivity.”<\/p>\n\n\n\n
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\n\t\n\t\t\t\t\tMoncler’s new Fifth Avenue flagship.<\/span>\n\t\t\n\t\t\t\t\t\t\t\t\tLexie Moreland\/WWD<\/cite>\n\t\t\t\t\t\n\t<\/figcaption>\n\n\t\t\t\n<\/figure>\n\n<\/div>\n\n\n\n\n\n\n\n\n\n\n<\/div>","protected":false},"excerpt":{"rendered":"

The 23,680-square-foot flagship dramatically displays Moncler’s unique blend of high fashion and functionality and captures the French brand’s alpine roots and New York City’s urbanscape through art and architectural 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