Moncler arrives in Greenwich
The chances are that if you live in the Connecticut ‘city’ of Greenwich you’ll be considerably better off than the average American: this is a place where bankers, hedge-fund managers and financial whizz kids form part of the population (it’s a relatively short drive to Wall Street).
With this in mind, Italian winter sports brand Moncler has opened a 1,200 sq ft popup in readiness for the great departure that lies a month or two ahead as the well-heeled head for the US ski slopes.
The store is red, throughout. This is a high-gloss vehicle designed to attract those with money to spend and as well as offering them a premium environment, to give them something different to experience from a visual perspective. Practically, this means the in-house team has put the mannequins in white, patterned jackets with red helmets while everything around them is a high-gloss vibrant red.
The store is actually in a relatively old building in the city centre, which just serves to accentuate the contrast with the hyper-modern fit-out. Moncler in Greenwich will be open until February 2021.