Moncler and R/GA have created a theme park. A very elegant, entirely digital theme park called The City of Genius.

Its “themes” are determined by Moncler collaborations with 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. These are Moncler’s most ambitious collaborations yet.

The 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.

Complementing the digital experience, Genius transformed a vast 30,000 sqm space along the Bund River in Shanghai 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 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,” stated Said Nick Pringle, chief creative officer R/GA EMEA.

Moncler Genius is built around a profound question posed to its creative collaborators, “How do you live genius?” The question refers to a pioneering study from the 1960s, 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 stunning, high-definition renderings of Moncler’s iconic collaborations. 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.

Find the City of Genius digital experience and information here.