Moncler: Studio Ascenti
Moncler is expanding its focus to include footwear as a key part of its luxury brand strategy, aiming to engage new customers. To effectively launch its new Trail Grip shoe, we adopted a community-first approach, initially targeting cultural influencers through Studio Ascenti, a multi-sensory exhibition in Milan that drew talent from music, art, and fashion.
This launch served as the foundation for a global campaign spread across both Moncler and Highsnobiety channels, setting the stage for a sustainable and repeatable format that emphasizes "Utilitarian Luxury" in Moncler's future footwear releases, as the second edition of Studio Ascenti took place in Paris.
Positioning Moncler
in the Luxury
Footwear Space.
↓ The journey started with a cryptic RSVP sent to 50 carefully curated key opinion leaders ↓
↓ Followed by a CGI trailer teaser the experience ↓
↓ On the 27th of July, guests entered a revamped Moncler HQ, outfitted with custom set design referencing the outdoors ↓
↓
↓ Each guest got gifted the product and outfitted with it, ready to explore the space and attend each workshop ↓
Guests were invited to roam freely and capture to content, unveiling a brand new silhouette to their audience in a utilitarian luxury environment.
Participants attended various presentations and performances, ending with a dinner hosted at Turbo Milan.
The space was then used as the backdrop for a film and cookbook featuring the Moncler Trail Grip and key collection pieces.
The second edition of Moncler Studio Ascenti took place in Paris in July 2023.
The event followed the same principles as the original one in Milan a year ago.
