An Underwater Pop-Up for Moncler’s Puffy Summer 

Set across two floors, the five-day pop-up translates Moncler’s campaign into an immersive spatial experience animated by a current of light and sound. Echoing the puffiness of the bright, weightless new range of summer outerwear, six large inflatable sea animals fill the first floor as if emerging from the deep water, while the second floor hosts the collection across a group of mannequins. The sea-theme floods the parking lot for the opening event, our design extended into the catering choices. 

Bringing the Campaign to Life

Riffing on the light, summertime feeling of Moncler’s latest pufferwear, we magnified the characters the brand designed for this season into a series of larger-than-life inflatable sculptures bringing a touch of surrealism to the streets of Seoul. A huge octopus caresses the exterior of the building with its bright tentacles, while a giant crab, flamingo, seahorse, lobster and whale occupy the first floor. A photo-op awaits visitors upstairs where they can make a memory of their deep dive with a pair of big puffy red-orange lobster claws that seem to be surfacing from the depths of the sea. The concept extended into the graphic design and bar menu for the opening event.     

Dipping the Senses Underwater 

The environment we created around the campaign animals engaged all the senses. A marine colour palette was set in motion by a choreography of sound and light. Starting from the cobalt-blue glazed streetside windows, the first floor space takes visitors below sea-level. A deep blue carpet acts as the ocean floor from which the creatures are emerging from while projected light ebbs and flows onto the walls like waves. A soundscape layered with sounds from each animal immerses visitors deeper underwater. The journey continues to flow  upstairs guided by the sound which turns light to reflect surfacing above the water into a warm, summer environment. During the opening event, the soundscape will dissolve into the DJ’s playlist.

A Sustainable Seascape

Our underwater seascape makes efforts to take care of the real environment. Through a back and forth research process, we cycled through various options to ensure we could make sustainable, circular choices at every design level. All of the materials we used are recycled and locally-sourced where possible. Everything we made can either be recycled or reused.