Moncler: Genius Lens


Bringing to life the Moncler Genius collection with AR.

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Moncler has launched a one-of-a-kind book to showcase the uniqueness of the brand’s Genius project. Created with DPTNR (W+K Amsterdam's future-forward creative unit), we paired the book with augmented reality content, allowing 3D immersive experiences to bring a new perspective to the traditional book layout.

Featuring insight into the Moncler Genius project, the book highlights all eight of the designer collections (including Pierpaolo Piccioli, Kei Ninomiya, Craig Green, Hiroshi Fujiwara, Palm Angels and Simone Rocha), launched at Milan Fashion Week in February ‘18. Much like Moncler’s Genius project itself, the book and the accompanying app are for people who appreciate fashion, innovation, and new experiences.

Through the specially created Moncler Genius AR Lens app, 10 unique AR interpretations are unveiled throughout the eight different designer chapters, centerfold and cover, revealing a secret 3D multiverse behind each collection. When using the app, natural effects start to emerge, including the book freezing and bursting into psychedelic flames. Various looks or models appear floating over the book, each one based on the individual themes of the designers’ collections. The cover is also brought to life in the form of a 3D ice sculpture, showcasing a new meaning to the coffee table book as it’s represented as an art object.

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