MONCLER opens its new boutique in Hong Kong.
But how to create a buzz?

How to make a winter clothing brand known in a city where the temperature rarely drops below 20 degrees Celsius. To promote itself, the brand will make a fake iceberg appear in the early morning in Hong Kong Bay. The boutique will present a gallery of artifacts from the past from this iceberg. A nitrogen spray freezing chamber will be installed in the boutique hall for the inauguration. Guests will be able to take pictures with MONCLER brand products in this chamber which will freeze them instantly.

A cinematographic collaboration with Daniel Arscham to arouse curiosity and promote the launch of the new collection.

The polar expedition is launched!