Moncler opens largest flagship worldwide on Fifth Avenue

Moncler has opened its largest flagship store globally on New York's Fifth Avenue, a 23,680-square-foot, two-level space in the General Motors Building at 767 Fifth Avenue, near Central Park.

"Moncler Fifth Avenue is a brand statement on one of the most iconic addresses in the world. We conceived it as a living space. A place shaped by the ideas, culture, and spirit of the city, while remaining true to the brand's DNA," Remo Ruffini, executive chairman of Moncler S.p.A., said in a statement.

The ground floor carries men's, women's and children's designs from the main Moncler Collection, alongside Moncler Genius co-creations and footwear. The second floor is given over to Moncler Grenoble, the brand's mountain and outdoor line, covering skiwear, goggles, après-ski and layering pieces for hiking. That floor also stocks partner products, including Moncler Grenoble versions of Stöckli skis, POC helmets and WhiteSpace x Moncler Grenoble snowboards developed with brand ambassador Shaun White.

The store was designed by French studio Gilles & Boissier, which has worked with Moncler for more than 20 years. Ceilings rise more than eight metres, and a glass façade clad in Saint Williams granite is fitted with integrated LED strips. A sculptural stonework piece by Ugo Rondinone connects the two floors, with further works by Jean-Guillaume Mathiaut, Paul Bik and Arno Declercq.

The opening coincides with two commercial launches. Fifth Avenue clients get early access to the second LoveFrom, Moncler collection, co-created with Jony Ive's LoveFrom collective: four outerwear silhouettes built around the down-filled Moncore jacket, with three outer layers attaching via a magnetic Duo Button. Six New York-themed patches are exclusive to the store, and clients can select up to four until October 1.

The store also debuts Moncler to Measure, a made-to-order atelier offering four outerwear silhouettes in materials including cashmere flannel, silk, leather, suede and shearling. It moves to the Champs-Élysées boutique in Paris on September 15.

A companion digital platform, 5th Ave on the Go, launches on Moncler.com with an AI-powered Outerwear Guide. A Virtual Dressing Room using facial scans and body measurements follows in the US later this year.