Mexico City/Stockholm – Moncler has been puffing up in the past year, with new standalone stores in traditionally chilly locations such as Toronto, Moscow and Stockholm. After a successful venture in São Paulo, the Italian apparel company recently opened a second shop in Latin America, in Mexico City.
How can the same execution for the same collection be adapted for two very disparate markets?
As the brand has a global retail design strategy, many in-store experiences are replicated across locations. For example, it recently commissioned a lighting installation from Paris-based practice Bardula for the Mexico City and Stockholm shops. The result is a sculptural ribcage that holds a piece of the brand’s celebrated Genius collection inside. ‘They asked us for an installation that could be a symbiosis between art and fashion, a way to present their new collections inside an art piece,’ explained the Belgian half of the duo.
Winters are relatively mild in Mexico City, with an average temperature of 10 degrees – but many consumers also buy down jackets for overseas travel. To enter the store in Artz Pedregal, a new shopping complex in the posh colonia of El Pedregal, visitors first walk under the sun along green horseshoe-shaped paths dotted with Ai Weiwei sculptures, past the windows of tenants like Gucci and Louis Vuitton.
In Stockholm, the store is located on the Birger Jarlsgatan shopping street in flush Östermalm, surrounded by – you guessed it – the likes of Gucci and Louis Vuitton.
Bardula’s installation solution establishes itself between the extremes of hyper-localisation (think Aesop) and single-brand-aesthetic (think Tom Ford)