VB87
November 7, 2019
On November 7, 2019, Moncler unveils the Moncler House of Genius—temporary concept stores located in Milan, Paris, Los Angeles and Tokyo, set to be open until the end of January 2020. The four cities will welcome the pop ups with a series of live events and creative sessions in store starring international headliners.
In Milan’s landmark Galleria Vittorio Emanuele II, contemporary art magazine and creative studio KALEIDOSCOPE—already at the helm of Milanese creative hub Spazio Maiocchi—will curate a multi-disciplinary experience with music, performance, workshops and digital activations.
Headliner of the initiative will be Italian artist Vanessa Beecroft (b. Genoa, 1969, lives and works in Los Angeles) presenting a new performance specially commissioned by Moncler. Among the most visionary and acknowledged artists on the international scene, Beecroft creates “living images”—evocative and minimally-choreographed compositions of subjects, mostly women, drawing inspiration from a rich repertoire of painting, cinema and traditional iconography.
In the prestigious frame of the Galleria, Beecroft will stage a formation of models and ballet dancers, wearing vintage Moncler jackets which tap into the artist’s own autobiographical memory of the brand. Only a few steps away from the world-renowned Teatro alla Scala, accompanied by the subtle presence of a piano, a pale-colored tableau vivant will illustrate the artist’s commentary on identity, desire and fashion.
Throughout her career, Vanessa Beecroft has presented performances in some of the world’s most important art institutions, like the Guggenheim in New York, Stedelijk Museum in Amsterdam and Moderna Museet in Stockholm, but also in public spaces like the Rialto fish market in Venice. Milan, where Beecroft was trained at Accademia di Brera, dedicated her a solo exhibition in 2009 at the PAC – Padiglione d’Arte Contemporanea.
During the weekend following the opening, a first group of artists and designers will activate the Moncler House of Genius with creative sessions open to the public by registration, kicking off a cultural program that will continue over December and January.
