Moncler Genius AR Experience – Moncler combines style with constant technological research assisted by experts in activities linked to the world of the mountain. The ever-changing combinations of technology and nature, mountain and city, functionality and aesthetics make Moncler’s down jackets unique, a product that goes beyond fashion.
A global luxury brand
In everything it does, Moncler is driven by the desire to innovate while remaining true to itself and its heritage, to strive for continuous and uncompromising quality, and to grow through change and the pursuit of new challenging standards.
On February 20th, 2018 Moncler presented in Milan a new creative and communication chapter. A vision of the future, presenting the Moncler Genius project. A vision beyond seasons able to establish a daily dialogue with the customers, conceived as a hub of eight exceptional creatives operating in unison, each one committed to a singular collection, all of them adding facets to the Moncler’s brand identity.
To mark the launch of Moncler Genius, the brand wanted a unique experience to celebrate this new outstanding project.
REWIND created a digital experience to bring to life a limited edition Moncler Genius book. The book was sold exclusively at the brand’s temporary stores in New York and Tokyo, plus available online through Rizzoli. Consisting of eight chapters, the book guides the reader through the different capsule collections from eight very different designers.
REWIND worked with Moncler and W+K to create an AR app for Android and iOS that triggered digital layers and soundscapes to complement the physical book. Developed in Unity with assets built in Maya and using Wikitude image tracking, the app celebrates the designers and the overall collection in a unique way. It delivers a rich and compelling digital narrative highlighting the unique vision of the brand and the designers.
Users can trigger augmented content using AR-enabled pages unique to each chapter. Imagine if the flowers from Grenoble could rise from printed form to surround you. Or the book burst into psychedelic flames revealing the neon landscape of Palm Angels. Or if you could uncover a new Fragment reality hidden deep inside the depths of the physical book. All this and more can be explored in this innovative lookbook experience.
REWIND worked with W+K and Moncler to deliver the project.
Moncler was founded at Monestier-de-Clermont, Grenoble, France, in 1952 and is currently headquartered in Italy. Over the years the brand has combined style with constant technological research assisted by experts in activities linked to the world of the mountain. The Moncler outerwear collections marry the extreme demands of nature with those of city life. In 2003 Remo Ruffini took over the company, of which he is currently Chairman and CEO. Moncler manufactures distributes the clothing and accessories collections through its boutiques and in exclusive international department stores and outlets.
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