Moncler takes Milan’s Central Station by storm, transforming it into a gallery for Design Week

Moncler is taking over the Stazione Centrale, Milan’s main railway station, for Design Week. During the event, which runs from April 15 to 21 and takes over the city with all kinds of installations, the Italian down jacket label will be transforming this emblematic location in the Lombardy capital into a giant gallery with an immersive exhibition entitled “An invitation to dream”.

 
For the first time, this landmark building built in the 1930s, which attracts almost 300,000 people every day, will be transformed into a vast public art space. It was in the warehouses of this very station that Moncler organised one of the first presentations of its “Genius” project in February 2019, calling on a group of various designers.
 
This exhibition will draw on the station’s various media opportunities. “All the station’s advertising panels and screens will be linked to create a kind of imaginary landscape,” says the label in a press release. Texts, photos and portraits will “dominate the noise of the station like powerful silent invocations, inspiring the public to dream.”

The project was conceived by Jefferson Hack, co-founder of the British fashion magazine Dazed. Filmed and photographed by British photographer Jack Davison, using large black and white lithographs, the exhibition features a series of portraits of personalities ranging from Moncler CEO Remo Ruffini and American artist Daniel Arsham to Indian doctor/author Deepak Chopra, British make-up artist Isamaya Ffrench and Egyptian food creative Laila Gohar.
 
The project’s protagonists also include American playwright Jeremy O. Harris, English prima ballerina Francesca Hayward, Sierra Leonean multidisciplinary artist Julianknxx, English chef Ruth Rogers, Anglo-Japanese singer Rina Sawayama, South African architect Sumayya Vally and Zaya.

“In this project, we’ve brought together some of the brightest creative minds who dare to dream for us. They are among those who influence contemporary culture and have been invited to participate precisely because their art brings new perspectives and new possibilities,” explains Jefferson Hack. “An Invitation To Dream” will subsequently be the subject of a worldwide campaign.