CHINA. Luxury fashion brand Moncler last month opened an outdoor pop-up store at China Duty Free Group’s (CDFG) Sanya International Duty Free Shopping Complex in Haitang Bay.
The pop-up was launched soon after the introduction of the Moncler x CDFG exclusive collection in October.
With the Beijing 2022 Olympic Winter Games in February igniting a Chinese winter outdoor sports boom, CDFG and Moncler, famed for its winter down jackets, opted to create the brand’s first outdoor pop-up store in Hainan.
The pop-up offers an eclectic fashion design and a refreshing look and feel, CDFG said. The opening also marks a step up in the cooperation between the two companies and underlines CDFG’s sector leadership in the luxury world, the retailer added.
The Moncler brand was created in 1952 in Monestier-de-Clermont, France, a small village in the mountains near Grenoble. The first products were padded sleeping bags and tents for the mountains. A few years later, in response to the needs of its employees working at high altitudes, Moncler produced the first down jacket for extreme climates.
Over the years, Moncler’s excellence in producing top-quality cold-resistant products has been recognised by consumers the world over, CDFG noted. That popularity has been underpinned by the brand’s pursuit of ever-improving quality, customer satisfaction and strict sustainability standards.
The Moncler outdoor pop-up store takes ice, snow and winter as its themes and design elements. Consumers entering the store see an ice and snow-themed video. As an ice flower in the shape of the Moncler brand logo gradually condenses, it ushers guests into a winter daydream. Deeper in the shop, visitors encounter icy and snow-decorated walls, tables and chairs, and display booths “making guests feel like they are in the North Pole and truly feeling the atmosphere of ice and snow”, CDFG said.
The pop-up features display screens on all sides, playing continuously looped brand images and videos to startling effect, the retailer explained. “The dazzling scene of frozen ice blossoms blooming around the pop-up, especially at night, is attracting many guests to stop and admire the attraction, becoming a highlight of Sanya International Duty Free City,” CDFG commented.
The overall design of the Moncler pop-up presents the brand’s core values expressed through five elements in its DNA: legacy, uniqueness, quality, creativity, and innovation.
The store features the Moncler Grenoble Collection, Moncler Genius Collection, and Moncler x CDFG exclusive range. The Moncler Grenoble ski series is based on the famous down jacket worn by the French alpine ski team during the Grenoble Winter Olympics in 1968.
The multi-layer ski jackets and lightweight quilted down jackets in the series complement each other. The Moncler Grenoble ski series focuses on the organic combination of leisure style and elegant aesthetics, creating a creative work admired by winter sports enthusiasts and fashion followers, CDFG said.
The Moncler Genius series is based on a spirit of innovation and extends the brand’s reputation in high-end outerwear through cooperation with vanguard designers.
Moncler CDF’s exclusive MICHON down jacket is a highlight of the store. The jacket is embellished with a pattern of mixed M letters and brand trademarks to create eye-catching graphics. Filled and shiny nylon ensures warmth and excellent care, achieving a delicate balance of wear resistance, comfort and unique style.
Extending a strong partnership
The pop-up builds on a long-standing cooperation between CDF Group and the Moncler brand. This began in Haitang Bay in January 2015, with the opening of the first Moncler Duty Free Store at Sanya International Duty Free City, followed by a boutique at Beijing Capital International Airport in March 2019.
Moncler has paid increasing attention to the critically important Chinese market, with travel retail playing a key role. CDFG pledged to further develop the partnership in the channel.
As one of China’s most popular tourist destinations and buoyed by the enhancement of the island’s duty free shopping policy, Hainan’s travel retail market has continued to flourish, CDFG said.
Under the leadership of its parent company, China Tourism Group, CDFG said that it attaches great importance to cooperation and exchanges with brands, continuously deepening cooperation, and achieving gratifying results.
“The outdoor Moncler pop-up at Sanya International Duty Free City is an innovative initiative by CDFG in Hainan,” the company said. “It combines a trendy brand, unique elements and an enhanced shopping experience in the form of a limited-time pop-up store outdoors to provide consumers with more duty free shopping surprises and experiences in Hainan.”
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