Moncler just opened its largest-ever global flagship. Take a look inside

Moncler’s story began in the mountains outside of Grenoble, France in 1952. Now, nearly 75 years later, it’s taken root amid Manhattan’s skyscraper canyons.

Today the luxury outerwear and lifestyle brand opens the doors to a new global flagship on Fifth Avenue, New York’s most famous shopping district. At nearly 24,000 sq ft, the store marks the largest Moncler location in the world, a destination where shoppers can immerse themselves in the brand’s latest collections; exclusive collaborations; and performance gear across two floors of dazzling retail spaces.

The store is also a love letter to New York. ‘When this iconic location on Fifth Avenue became available, we saw the opportunity to create something unique,’ explains Remo Ruffini, Moncler’s executive chairman. ‘Not just our largest flagship in the world, but a place to welcome existing and new communities, to express Moncler DNA at its best.’

To translate that ethos, Ruffini enlisted longtime collaborator Patrick Gilles of the acclaimed Parisian design firm Gilles & Boissier. ‘Patrick and I have worked together for more than two decades,’ Ruffini says. ‘Over the years, we have built a relationship based on trust and a shared vision. I do not need to explain everything; he instinctively understands what I have in mind, sometimes even before I say it.’

Gilles & Boissier had worked on Moncler boutiques in the past, and helped develop the brand’s architectural language when Ruffini took the helm 23 years ago. But for a New York flagship of this scale, Gilles knew he had to create something unique.

The store takes over the base of the GM Building, a 50-storey modernist tower designed by Edward Durell Stone in the mid 1960s. More recently, it was the location of FAO Schwarz, the beloved toy store that closed its doors a decade ago. ‘Every time that I went to New York there were a few things to do, FAO Schwartz was a destination,’ Gilles says – and whatever his firm created had to be just as memorable.

One opportunity was the scale of the space itself. ‘It’s super deep, and super big. It has nine-meter-high ceilings so it is something quite impressive,’ the architect says.

That allows for a grand entry sequence, an experience Gilles likens to the anticipation of stepping inside of a darkened theatre. From there, visitors step into a dazzling retail wonderland that marries the exhilaration of whizzing down slopes with the energy of Times Square. Collections are organised into enveloping bays that reveal themselves as you make your way deeper into the store – a sensation the architect likens to progressing through Manhattan’s neighbourhoods.

On the ground level, shoppers encounter the Moncler Collection encompassing men’s, women’s and children’s apparel; Moncler Genius designer collaborations; as well as accessories. Here, Gilles re-interpreted the General Motors Building’s modernist facade language – defined by vertical bands of white marble – with strips of bright white light on the walls and ceilings, a move that contrasts with gray-and-black checkerboard marble floors, and stone-clad columns. Whimsical house-shaped ‘curiosity cabins,’ clad in a mirrored finish, punctuate the space, as do towering evergreen trees and a monumental artwork by Ugo Rondinone. ‘It’s full of surprises,’ Gilles says.

Nods to the mountains appear in the store’s raw material palette of textured stone, timber and icy textured glass. But there are also nods to French culture, an important element of Moncler’s history, even though the brand is based in Italy today. Retail niches feature elegant details, including intricate plaster mouldings, and fanciful wood boiserie. ‘The story of Moncler comes from nature and from French culture,’ Gilles explains.

There’s more to discover upstairs, a level that’s devoted entirely to Moncler Grenoble, the brand’s collection devoted to life on the slopes. Here, guests can discover high-performance apparel and accessories for mountain activities ranging from skiing to snowboarding to trekking or simply relaxing in a chalet. This section also displays partnerships with Stöckli skis, POC helmets and even snowboards creed in collaboration with champion snowboarder and Moncler brand ambassador Shaun White.

The mood is slightly more hushed on this level, not no less dynamic thanks to illuminated ceiling panels (another modernist hat-tip) and dramatically-lit niches that elevate ski equipment into works of art. ‘The purpose was really to be in the Moncler style, which is quite discreet, but at the same time take the level of sensation as high as we could,’ Gilles says. ‘You will be in the shop, but also a part of the shop.’

The unique flagship experience is not just limited to the design; shoppers can also discover the latest LoveFrom, Moncler collection, an exclusive collaboration with designer Jony Ive, or customise their own jackets with Moncler to Measure, the brand’s first-ever bespoke atelier. Don’t know what to pick? Just consult Moncler’s AI-powered Outerwear Guide, another innovation coinciding with the boutique’s opening.

It’s all about leaving guests with a memorable experience, whether they’re selecting a new down jacket or encountering Moncler through its latest open-air art program, now on the streets of New York.

‘It’s more a project of sensation than anything else,’ Gilles reflects. ‘Your experience could be different than mine.’

Moncler New York is located at 767 5th Ave New York, NY 10153 USA