Moncler Dominates the Mountains with Its First Moncler Grenoble Flagship Store and a Global Campaign

Moncler continues to push the boundaries of technical excellence and style with the grand opening of its first-ever flagship store dedicated entirely to Moncler Grenoble. Located in the heart of St. Moritz, this new space solidifies the brand’s deep-rooted connection to the mountains, seamlessly blending performance with luxury. As a hub for outdoor enthusiasts, the store presents the finest offerings from Moncler Grenoble, ranging from high-performance outerwear to lightweight ensembles designed for après-ski comfort. Every detail within the store embodies the brand’s dedication to both innovation and aesthetic refinement, ensuring that visitors experience the very essence of mountain living.

In celebration of this milestone, Moncler unveils a global campaign that goes beyond technical prowess to explore the emotional and human side of winter sports. Featuring an elite lineup of world-renowned athletes—Xuetong Cai, Perrine Laffont, Richard Permin, and Shaun White—the campaign captures the essence of their journeys on the world’s most demanding alpine landscapes. Through the lens of Jamie Hawkesworth, the imagery showcases not just their extraordinary skills, but also the softer, more reflective moments that come with a life spent in the mountains. Whether navigating steep descents or finding stillness in nature, these athletes embody Moncler Grenoble’s fusion of technical heritage and deep personal connection to the outdoors.

The newly launched flagship store in St. Moritz stands as a tribute to Moncler’s commitment to both craftsmanship and sustainability. Designed by Küchel Architects, the 300-square-meter space takes inspiration from the surrounding alpine environment, integrating natural materials in their raw and functional states. Towering wooden tree sculptures rise toward the double-height ceiling, mimicking the grandeur of an untouched forest. The textures and finishes throughout the store reflect the elements of the Engadin region, with natural pines and branch-inspired art installations enhancing the immersive atmosphere. At the center of the space, a striking stone catwalk commands attention, serving as the perfect stage for Moncler Grenoble’s latest collections. This flagship was built in accordance with stringent global environmental standards, earning LEED certification for its energy efficiency and reduced ecological impact.

At the heart of Moncler’s latest campaign is a desire to redefine the narrative of peak athleticism. Moving beyond competition and performance, the campaign explores the deeper aspects of a life spent in the mountains—friendship, reflection, and personal growth. The brand’s ambassadors, including Olympic gold medalists and world champions, were brought together in Switzerland, not for training, but to reconnect with their shared passion for the outdoors. Between moments of high-adrenaline adventure and peaceful retreat, they reflected on the profound impact the mountains have had on their lives. More than just a backdrop for competition, these landscapes represent a way of life, filled with camaraderie, inspiration, and the pursuit of something greater than personal achievement.

Shot by Jamie Hawkesworth and accompanied by a film directed by Benn Northover, the campaign beautifully captures this duality. The visuals transition seamlessly between breathtaking action shots and quiet, contemplative moments, offering a glimpse into the multifaceted lives of these athletes. Snowboard legend Shaun White takes center stage not only as an ambassador but also as a collaborator, unveiling a cutting-edge snowboard developed in partnership with Moncler. Crafted under his WHITESPACE brand, the snowboard features a lightweight wood core wrapped in a carbon-infused fiberglass weave, balancing power and agility. With a tapered, surf-inspired shape, it delivers unparalleled performance on the slopes, embodying the same precision and craftsmanship that define Moncler Grenoble.

Through both its flagship store and global campaign, Moncler continues to elevate mountain culture to new heights. The St. Moritz store serves as a beacon for outdoor enthusiasts, blending technical innovation with the beauty of nature. Meanwhile, the Beyond Performance campaign redefines what it means to be an athlete, highlighting the emotional depth and human connections that emerge from life in the mountains. With a perfect harmony of form and function, Moncler Grenoble once again proves that performance and style are inseparable, ensuring that the spirit of the mountains remains at the core of everything the brand creates.