Moncler experience examines 'genius' with collections by Donald Glover and Willow Smith

Luxury fashion brand Moncler has created a digital immersive experience called “The city of genius."

Created in partnership with RGA UK, the experience brings together figures from the world of fashion, art, cinema and music, such as Rick Owens, Donald Glover, Edward Enninful, Jil Sander and Willow Smith.

RGA developed a digital experience integrated into Moncler’s website, which allows visitors to explore a virtual skyline representing the vision of each collaborator’s creative "neighbourhood."

The experience is even brought to the real world, when a 30,000 sq meter space along the Bund River in Shanghai will be transformed into “The city of genius."

Visitors are invited to explore neighbourhoods designed by each designer, previewing their collections. R/GA also created a bespoke digital map to complement the Shanghai event that helps guests navigate the physical space, unlocking the stories and creative processes behind each designer's work. 

“The city of genius” is inspired by a question posed to its creative collaborators: "How do you live genius?" 

The question refers to a study from the 1960s, which found that 98% of five-year-olds exhibited creative genius, but by the age of 15, only 12% did. The conclusion is that uncreative behaviour is learned, and the process of living "de-geniuses" people.

Nick Pringle, chief creative officer at RGA EMEA, said: “Few brands present their vision with such complete clarity and set such an incredibly high bar when it comes to craft; it’s a joy to work with them and be able to collaborate on such exciting digital innovations.”

More information about “The city of genius” digital experience can be found here.