Moncler pop up Seoul opened this month in Seongsu-dong, turning the brand’s “Have a Puffy Summer” campaign into an immersive summer installation, Moncler said in a statement.
Moncler pop up Seoul design and installation
The Moncler pop up Seoul occupies a two level space in Seongsu-dong (a neighborhood in Seoul), with a giant octopus sculpture on the exterior that the brand said is meant to catch passerby attention. The downstairs area presents three dimensional animal characters, including a whale, seahorse, crab, lobster, and flamingo, all rendered in vivid color to suggest an underwater landscape, the company said.
Moncler said the sculptures are designed to echo the second floor, where the brand is showing new pieces from its summer collection. The displays emphasize light, airy silhouettes, sculpted lines, and a bright color palette that the company describes as tailored for warm weather wear.
Campaign context: Have a Puffy Summer
The “Have a Puffy Summer” campaign, starring actor Jamie Dornan, uses whimsical creature characters to showcase Moncler’s signature puffy textures and layered styling in a warm weather context, Moncler said. The campaign highlights lightweight constructions and vivid colors that aim to translate the brand’s down and quilted vocabulary for summer wardrobes.
Opening event and guest list at Moncler pop up Seoul
To mark the store opening, Moncler said it invited entertainers and influencers to an evening event that included an outdoor DJ set. Guests listed by the brand included Mingyu (Kim Min-gyu) of Seventeen, Ryujin (Shin Ryujin) of ITZY, actor Lee Jae-wook, volleyball star Kim Yeon-koung, Thai actor Off Jumpol, and fashion personality Jenny Tsang.
Moncler told reporters the Seoul store follows a presentation the brand staged at 10 Corso Como in Milan during Milan Design Week. The Seoul pop up is intended to extend that creative journey, giving customers a chance to experience the campaign visuals and the summer collection in person.
Moncler said the pop up will remain open for a limited run and that the brand plans similar immersive activations in other cities later this year. Visitors can expect to see the full summer range on the second floor and interactive photo moments inspired by the campaign’s sea life motifs.
