Moncler has brought striking mountain landscapes to the heart of New York City. The luxury brand chose a historic building - the imposing Domino Sugar Factory - to celebrate the new project dedicated to Moncler Karakorum jackets. The building reflects the vitality of the Big Apple and, thanks to its mountain-like shape, evokes the maison's place of origin. After a major architectural makeover, the building took center stage in the activation of the project, presented through a video campaign projected on the building's facade. The key image of the campaign is a mountain peak that recalls the first expedition to K2, when mountaineers first wore the Moncler Karakoum jacket. Sixteen video projectors installed by 20 staff members in 96 hours were used for the projection. Built in 1884 and closed in 2004, the Domino factory located in Brooklyn has a glorious past behind it having been the largest sugar refinery in the world. It has recently been rediscovered and renamed The Refinery at Domino, becoming a multipurpose space founded on the centrality of community and the priority of energy efficiency. After New York, the screening made stops in Tokyo, Seoul, Beijing, Chengdu, Shanghai, London, and Milan, the city where the brand's headquarters are located.
|