Italian outerwear label Moncler has opened its largest store anywhere on Fifth Avenue.

Unveiled this fall, the 20,000-square-foot-plus, two-level flagship sits inside the General Motors Building at 767 Fifth Avenue, steps from Central Park. The opening follows the brand’s city-wide New York in Moncler retrospective and was marked with a party attended by celebrities including Cher, Julia Roberts, Serena Williams and Spike Lee, among others.

“It is not simply the opening of Moncler’s largest flagship store in the world, it’s also about being part of the life of the people in this city,” said Remo Ruffini, executive chairman of Moncler, in a statement.

Mountains on Fifth Avenue
French design studio Gilles & Boissier handled the interiors, capping more than two decades of work with the brand. Ceilings rise more than eight meters, monumental columns punctuate the floor and a freestanding “curiosity cabin” holds seasonal installations.

The glass façade is clad in Saint Williams granite and fitted with LED strips, while a checkerboard floor alternates polished and raw textures. A sculptural stonework centerpiece by artist Ugo Rondinone connects the two floors, alongside works by Jean-Guillaume Mathiaut, Paul Bik and Arno Declercq.

The store features a made-to-order atelier. Image credit: Moncler

The ground floor carries the main Moncler Collection for men, women and children plus Moncler Genius co-creations. The second is given to Moncler Grenoble, the brand’s mountain line, including skis from Stöckli, POC helmets and snowboards made with Shaun White’s WHITESPACE.

Two services debut with the store. Moncler to Measure is a made-to-order atelier offering four silhouettes in fabrics such as cashmere flannel, shearling and shaggy fil coupé, reaching the Champs-Élysées boutique in Paris on Sept. 15. Fifth Avenue clients also get early access to the second LoveFrom, Moncler collection, designed with Jony Ive’s studio around four outerwear pieces that attach through a magnetic Duo Button.

Six New York-themed patches are exclusive to the store, among them a yellow taxi, a guitar case and a vinyl record, with clients able to add up to four until Oct. 1. The LoveFrom collection reaches other boutiques and Moncler.com that day.

The store also anchors 5th Ave on the Go, a section of Moncler.com carrying an AI-powered Outerwear Guide, launching first in the United States, and a Virtual Dressing Room due later this year.

Moncler most recently extended its puffer into warm weather with actor Jamie Dornan (see story).