R/GA EMEA Partners with Moncler on Launch of ‘The City of Genius’

R/GA EMEA announces that it has partnered with Moncler on the highly anticipated launch of ‘The City of Genius.' This collaboration brings together world-renowned icons from the realms of fashion, art, cinema, and music—such as Rick Owens, Donald Glover, Edward Enninful, Jil Sander, and Willow Smith—to create one of Moncler’s most ambitious collaborations yet. As part of this collaboration, R/GA has developed a digital experience for ‘The City of Genius’ that is seamlessly integrated into moncler.com. This immersive, interactive platform allows visitors to explore a virtual skyline representing the vision of each collaborator’s creative "neighbourhood." As new collections drop, the digital city will continue to grow, offering fresh content and experiences that keep fans engaged with the latest from Moncler Genius.

To launch the latest instalment of Moncler, Genius sees a vast 30,000 sqm space along the Bund River in Shanghai transformed into a vibrant and dynamic City of Genius, offering a sensory-rich experience akin to a creative theme park. Visitors are invited to explore neighbourhoods designed by each designer, previewing their collections in a unique, immersive format. R/GA created a bespoke digital map to complement the Shanghai event that helps guests navigate the expansive physical space, unlocking the stories and creative processes behind each designer's work.

“Few brands present their vision with such complete clarity and set such an incredibly high bar when it comes to craft, it’s a joy to work with them and be able to collaborate on such exciting digital innovations”. Said Nick Pringle, chief creative officer R/GA EMEA.

Moncler Genius centres around a profound question posed to its creative collaborators: "How do you live genius?" The question refers to a pioneering study from the 1960's, which found that 98% of five-year-olds exhibited creative genius, but by the age of 15, only 12% did. The result is that uncreative behaviour is learned, and the process of living ‘de-geniuses’ us.

The City of Genius digital experience serves as a living destination—offering visitors fluid interaction and stunning, high-definition renderings of Moncler’s iconic collaborations. Whether viewing content from the Shanghai event or browsing upcoming collections, visitors can immerse themselves in a world where creativity thrives and innovation knows no bounds. For those unable to attend, exclusive content from the event is available within the digital experience, allowing a global audience to explore the designs and ideas that shaped the installations.

The City of Genius digital experience and information can be found here.