Moncler unveils underwater‑themed installation in Seoul
The luxury clothing brand moved away from the sector’s traditional collection launches towards a large-scale immersive experience. Moncler partnered with experience design agency Random Studio to create the brand experience in South Korea.
The installation reimagines Moncler’s ‘Puffy Summer’ Spring/Summer 2026 collection into a multisensory world with a giant inflatable octopus as the focal point, with tentacles wrapping around buildings to entice consumers.
The immersive experience blurs art, culture and entertainment. Inside features a surreal marine environment across two floors with giant sea creatures, ocean-like lighting and marine-themed food and drinks.
The installation was built using recycled and reusable materials to keep sustainability in mind even with temporary brand worlds. For the opening party, an underwater soundscape transitioned seamlessly into a live DJ set.
“These moments increasingly resemble performance art,” says Daan Lucas, founder and managing director at Random Studio. “At the Puffy Summer launch in Seoul, there were 3,000 people queuing up before the doors opened; it felt like a theatre piece with the energy and sense of anticipation beginning on the street. As an experience design studio, these projects are amazing to work on.”
The Seoul installation is a continuing partnership between Random Studio and Moncler, with their previous project taking place in Milan. The installation coincided with the Winter Olympics and Milan Fashion Week, allowing guests to experience the physical and emotional journey of Moncler’s rich heritage.
