Befitting the biting cold of the British winter, December 2019 saw the iconic apparel and lifestyle brand Moncler bring an exhibition pop-up to Harrods, London’s iconic luxury department store. PressOn was delighted to collaborate with Moncler UK Ltd, Reflex Interiors Construction Ltd, and Hyphen Architecture, creating a range of custom retail graphics to contribute to the transformation of the space.
Equipping adventurers of all kinds with goose-down ski-jackets and accessories since 1952, Moncler has an established reputation for creativity and innovation, in the design of their products and their retail displays alike. This makes the Italian brand an ideal candidate to stage a pop-up exhibition in Harrods — the store is renowned for delivering consumer experiences that surprise and delight shoppers with their presentational artistry.
The brand: Moncler
The name Moncler is an abbreviation of Monestier-de-Claremont, a village in the Alps where down-stuffed jackets were originally produced to protect outdoor workers from the cold. The stylish potential of the garments was noticed by the enterprising French mountaineer Lionel Terray, who developed them into a range of fashionable ski-wear.
The brand has established its credentials by featuring as the outerwear provider for a number of high-profile events and expeditions. Going from peak to peak in terms of recognition, Moncler was the outfitter of choice for the 1954 K2 expedition — the conquering of the second-highest mountain top in the world — and was the official supplier for the French national downhill skiing team at the 1968 Grenoble Winter Olympics.
Purchased by the Italian entrepreneur Remo Ruffini in 2003, the brand now encompasses items such as knitwear, footwear, leather goods, soft accessories and sunglasses in addition to its trademark jackets — equally synonymous with high-style and high-performance, evoking skiing holidays and the intrepid exploration of snowy lands.
The project: a pop-up exhibition at Harrods
A true celebration of the Moncler’s long history at the forefront of ski-wear, the brand’s pop-up exhibition at Harrods, in London, transformed the designated retail space into a skiing paradise, complete with shelving display cases shaped like cable-cars and clothing rails like ski-lifts.
Evoking magnificent far-off summits, the Moncler pop-up exhibition featured window teasers and reveal graphics and internal wall graphics depicting a mountain range.
Created by PressOn in a red and white colour scheme in homage to the Moncler logo, the dynamic graphics conjured visions of life on the slopes, transporting busy consumers to the Alpine environment that gave birth to the brand.
Materials fit for mountaineering
In order to represent the sleek, ready-to-conquer ski-slopes in all their glory, the graphics were matt laminated for a uniformly smooth finish. Aiming for a complete transformation of the space, PressOn provided teaser graphics and a side elevation logo, as well as graphics for the exhibition windows, internal walls, internal exhibition hoarding, entrance, and bulkhead.
The prints were all cut to shape following printing on WW300, a high-tack adhesive ideal for the flawless realisation of printed designs in indoor or sheltered outdoor spaces.
Although the project involved several different printing procedures due to the production of graphics in varying sizes and thicknesses, special care was taken to ensure an exact match of red shades used across the prints. This resulted in an overall aesthetic which made a sharp impact due to its uniformity, making for uninterrupted immersion in the visual world of the pop-up.
The machinery behind the magic
The printer involved in realising the teaser graphics for the Moncler pop-up was the HP Latex 3500.
The internal exhibition hoarding was printed using an HP 570 printer, and the internal wall graphics, entrance and bulkhead graphics were rendered using an HP Latex 3600.
Installing the ski-scape
The printed graphics were installed discreetly on two separate installation days, ahead of the pop-up exhibition’s six-week duration.
The wide variety of printed media produced by PressOn for the occasion is on-brand for PressOn as well as Moncler, characteristically featuring both inimitable durability and rapid removability.
Get in touch
Are you planning an upcoming pop-up or exhibition? Our team of dedicated printing experts would be delighted to talk through your ideas and can advise on all elements of working with printed media from planning to turnaround times, as well as installation and removal. Get in touch.