EventsFashion

Moncler Turns Gotham Hall Into an Alpine Forest for Its Fifth Avenue Flagship Celebration

Moncler marked the opening of its largest global flagship on Fifth Avenue with a Pioneers Dinner that brought an alpine landscape into New York’s Gotham Hall.

Published: Sep 15, 2026 2:01 PM

By Alyssa Jade Mann

EventsFashion

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Moncler Turns Gotham Hall Into an Alpine Forest for Its Fifth Avenue Flagship Celebration

Photography: Atticus Radley / Villa Eugénie.

Moncler marked the opening of its largest global flagship on Fifth Avenue with a Pioneers Dinner that brought an alpine landscape into New York’s Gotham Hall. Villa Eugénie developed the concept, set design and production, translating the brand’s mountain identity into a setting for its New York retail celebration.

Photography: Atticus Radley / Villa Eugénie. Photography: Atticus Radley / Villa Eugénie. Photography: Atticus Radley / Villa Eugénie. Photography: Atticus Radley / Villa Eugénie. Photography: Atticus Radley / Villa Eugénie.

The agency’s photographs show long, curved dining tables threading through dense greenery beneath the hall’s interior. Mirrored surfaces, glassware and concentrated lighting created the impression of a forest after dark, with the guests seated within the installation rather than facing a separate stage.

A Store Opening With a Distinct Brand Setting Villa Eugénie credits Moncler and Remo Ruffini with creative direction. Mark Ronson and Carlita provided the music for the evening, extending the celebration beyond the dinner itself. The event adds another layer to the Fifth Avenue opening.

Where the flagship establishes a permanent retail presence, the dinner creates a temporary environment built around the associations Moncler wants to bring to that address: mountains, technical heritage and a social setting in the city…

Moncler — Pioneers Dinner set design — photograph 2

Moncler — Pioneers Dinner set design — photograph 3

Moncler — Pioneers Dinner set design — photograph 4

Moncler — Pioneers Dinner set design — photograph 5

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Moncler Turns Gotham Hall Into an Alpine Forest for Its Fifth Avenue Flagship Celebration

Moncler marked the opening of its largest global flagship on Fifth Avenue with a Pioneers Dinner that brought an alpine landscape into New York’s Gotham Hall.

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