Step Into The City Of Genius
The sound of conveyor belts and escalators whirs on repeat. Metal railings twinkle in the sunlight as suitcase wheels roll along the squeaky-clean floors. Time seems to stand still as footsteps shuffle and yellow lights flicker up above. Airports are meant to be busy, but this one has a certain calmness to it. The PA system dings, and a voice is heard, “Welcome to the City of Genius.”
“Will all passengers from Moncler Airlines please make their way to the arrivals gate.” A star-studded lineup descends from the bright yellow airplane with their customized luggage in tow. From A$AP Rocky and Edward Enninful to Donald Glover, Nigo, and Willow Smith, to name but a few, the passengers descend onto the tarmac. A cool breeze blows past as lights twinkle in the glowing metropolis in the distance.
Each special guest has a designated chauffeur waiting for them as part of a luxury airport pick-up service at the terminal. Coincidence that Enninful’s chauffeur is in a tailored jacket? Or that Smith’s is in a spiky choker, leather pants, and leaning on a guitar case? I think not. Each driver is dressed head-toe in pieces that reflect the talent they are picking up. There’s a surreal serendipity that shrouds the City of Genius, and our guests with their unique drivers are all part of the plan. The plot thickens.
Luggage trolleys are piled high with the guests’ belongings. There’s an orange tree, a Mercedes-Benz car tyre, big ski boots, mountaineering gear, anemometers, and old-school wooden speakers. What’s going on? And where did these all come from? What do they mean?
An hour later, each guest is on their way to their respective neighborhood within the City of Genius. What can we expect each neighborhood to look like? What’s going to happen there? Well, that’s a secret Moncler will reveal in the very near future…
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Moncler Genius is all about creativity, expression, and breaking boundaries—and this year is no different. We set our story in the fictional city of Genius because what better way to honor the brand’s ongoing endeavor than to take you on a journey into the alternative reality where these narratives unfold? We can’t say what to expect other than the unexpected—and yes, that is very Moncler.
A study from the 1960s found that 98% of five-year-olds qualified as geniuses, but that by the time they reached adulthood, that decreased to 2%. With this in mind, Moncler is challenging us all to keep our internal genius alive with the next iteration in its Genius showcase. Let your imagination run wild — we know we did with our story.
Discover more about Moncler Genius here.
