The new Moncler boutique in Moscow is a perfect reflection of the decorative language that characterizes and distinguishes the famous GUM shopping malls, opulent blend late nineteenth in a structure “Second Empire”, with high ceilings adorned with white stucco and moldings punctuated small vaults.
The Guest of Honor was the famous contemporary Chinese artist, Liu Bolin, who has starred in two advertising campaigns of the brand and creator of camouflage atmospheres both subtle and poetic, but still illusionist, which blend and mingle admirably with the surrounding environment. Outstanding artist, master of the invisible and the impossible, playing the card of surrealism and fantasy, Liu Bolin created, for Moncler advertising campaigns, an imaginary imbued with a versatile camouflage, which expresses the values of humanity concealed in the hidden and limited spaces that surround us. Thus, the contours of the body of the artist have crept into various locations in Central Park, a bookstore in New York for the Spring / Summer 2017 season and in a northern and winter landscape for the Fall / Winter 2017 season.
For this opening in Moscow, from the chameleon and transforming advertising campaign of Liu Bolin, Moncler has created a special jacket with evanescent stripes and winter clouds, which could also represent the features of some landscapes worthy of ancient Chinese painting. The limited edition special jacket, is available from November 21st only in the new Moscow boutique and from November 22nd also on www.moncler.com for Europe and America. Moncler also supports the art of Liu Bolin for his solo exhibition in February 2018 at Erarta Museum of Contemporary Art in St. Petersburg.
“I consider that the opening of the Moncler store in Moscow, on the prestigious Red Square, represents a unique moment for the development of the brand in the Russian market. I am proud, moreover, that for this opening, Liu Bolin has accepted to be our guest of honor and we wanted to celebrate our famous jacket, inspired by the last advertising campaign entrusted to the artist, and that we wanted this opening, “says Remo Ruffini, President and CEO of Moncler.