The Moncler x 1017 ALYX 9SM pop-up shop, developed in collaboration with creative director Matthew Williams, aims to transform a retail space into an immersive and exclusive experience. The collection, conceived as an “alpine urbanity,” is reflected in the container’s Alushape® cladding. The material evokes the rugged and ever-changing topography of mountains, referred to as “orogenesis,” or “orogénèse” in French, while also recalling the dynamic and evolving nature of an industrial cityscape. This duality conceptually, enhances the space by creating an urban, sculptural, and ephemeral retail environment.
Spatial design by Aurèle Eliseo Stauffer
For Moncler X 1017 ALYX 9SM & Matthew Williams
Zürich, Lausanne, Milano, 2023
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