Moncler opens its largest store anywhere, on Fifth Avenue
Moncler's new two-level, 23,680-square-foot flagship inside the GM Building is the brand's biggest store in the world — big enough to hold a made-to-order atelier and a second capsule with Jony Ive's LoveFrom under one roof.
Moncler has opened its largest store anywhere in the world: a two-level, 23,680-square-foot flagship on New York's Fifth Avenue, inside the General Motors Building, according to the company. The store debuts Moncler to Measure, a made-to-order atelier, alongside a second capsule collection developed with Jony Ive's design studio, LoveFrom.
Fitting a bespoke atelier and a design-world collaboration into one address is a Product-and-Place bet rolled into one: the atelier pulls in the brand's highest-spending, most loyalty-driven customer, while the second LoveFrom capsule keeps the label's profile with a design and culture audience that has little interest in made-to-measure outerwear. Putting both under Moncler's largest roof anywhere, on one of the most expensive retail strips in the world, is a statement about how much real estate the brand is now willing to commit to holding those two ends of its customer base in a single building rather than splitting them across separate stores.