Moncler opens first Grenoble brand store in St. Moritz

In the heart of the prestigious Swiss winter resort of St. Moritz, Moncler has opened its first store exclusively dedicated to its Grenoble brand, which celebrates the Italian label’s Alpine DNA and high-tech excellence.

 
The 300-square-metre store showcases Moncler Grenoble’s range of high performance, après ski and outdoor apparel, as well as accessories like goggles, helmets, skis, snowboards and mountain sport equipment.
 
The store’s interiors have been designed by Küchel Architects, and are inspired by Moncler’s heritage and roots as well as the local landscape. The furnishings are chiefly made using natural materials, both in raw form and adapted to functional uses, such as designer chairs and display cabinets. Huge tree sculptures in wood draw attention to the imposing double-height ceilings, creating a magical forest-like atmosphere.

The furniture’s details and textures hint at the natural features typical of St. Moritz’s Engadine region, like potted pines and artistic display cases inspired by the shape of tree branches. A central stone walkway takes visitors through the store. The store has been built in compliance with the highest international standards for energy efficiency and sustainability, and is LEED-certified.
 

The store is the ideal showcase for the Moncler Grenoble Fall/Winter 2023 collection, consisting of high-performance apparel suited to all atmospheric conditions. The garments’ fabrics and manufacturing methods are the fruit of Moncler’s R&D efforts, incorporating advice from top international skiing instructors. They are made with innovative materials, including waterproof and highly breathable Gore-Tex fabrics, as well as 4-way stretch fabrics, and feature a sophisticated ventilation system and technical construction.
 
A high degree of thermal regulation efficiency is guaranteed by the mix of down and performance padding used for the collection, for the wearer’s comfort during sporting activity. The zips are water-repellent, and the garments are enhanced for comfort and practicality by details like ski-pass pockets, the Recco safety reflector system, snow gaiters with snap-in fastenings, and internal pockets for electronic devices. The collection also includes premium knitwear and elegant loungewear items, ideal for those après ski afternoons. The colour palette ranges from black to yellow, red, green and navy.

 
The St. Moritz store’s opening is supported by the ‘Beyond Performance’ ad campaign lensed by Jamie Hawkesworth, fronted by four world-class winter sport athletes: Olympic gold medallist and five-time world freestyle mogul champion Perrine Laffont; renowned freerider Richard Permin; world champion snowboarder Xuetong Cai; and three-time Olympic gold medallist and snowboard legend Shaun White. Hawkesworth’s photoshoot, and a Benn Northover video, portray the four Moncler Grenoble ambassadors during high-adrenalin rides and more relaxed moments.
 
The campaign also presents a snowboard created by Moncler in partnership with Shaun White’s Whitespace brand. Made with a lightweight wood core wrapped in a carbon-infused, ultra-dense fiberglass weave, it is distinctive for its tapered surf-inspired shape.