Moncler continues the global journey of its Puffy Summer campaign with a dedicated pop-up experience in Seongsu district. Kicking off with an opening event on April 29, the space will welcome the public from May 1 – 3, inviting a wider audience to engage with the brand’s summer vision.
Following the pop-up exhibition at 10 Corso Como during Milan Design Week, the Seoul journey brings the campaign’s universe to life through an immersive experiential space.
Puffy Summer reimagines Moncler’s signature puffiness and layering sensibility for the warmer season, expressed through lightweight silhouettes, fluid volumes, and a vibrant color palette. Brought to life in a campaign starring Jamie Dornan, the collection captures the brand’s creative vision through a series of playful creatures.
In Seongsu, a larger-than-life puffy octopus takes over the façade, drawing visitors into an immersive underwater world. On the first floor, Moncler’s Puffy Summer animals – whale, seahorse, crab, lobster, and flamingo – are brought to life in vivid colors, energizing the space. On the second floor, the collection is presented, offering a more focused experience of the brand’s summer vision.
To celebrate the opening, a DJ set took over the outdoor area, with around 500 guests in attendance, including Mingyu (SEVENTEEN), Ryujin (ITZY), Actor Lee Jaewook, Kim Yeonkoung, Thai actor Off Jumpol, Hong Kong Influencer Jenny Tsang as well as figures from the cultural and arts scene and key local and APAC media.
