In 2023, SUPERBIEN helped the storied house of Moncler celebrate the newest rendition of their Re/Icons concept with a range of digital content – from massive billboards and video to colossal projection mapping on historic buildings around the world. Moncler was born in the mountains, with a focus on warmth and craftsmanship, but in the last 70 years, the brand has evolved into a cornerstone of urban style. Much like climbing taller and taller summits, Moncler is always striving for higher echelons of excellence in these dichotomous realms.

SUPERBIEN took these two motifs – rugged necessity and cosmopolitan fashion – and bound them together by bringing the Karakorum mountains into the heart of some of the biggest cities on Earth. On a towering, parallaxed billboard in Milan or via an infinite projection mapped installation on the iconic Domino Sugar Factory in New York – plus activations in London, Dubai and beyond – the SuperTeam utilized a variety of technological and storytelling solutions to make Moncler’s past, present and future come to life.

Taking a cue from Moncler – the house is always striving, innovating and perfecting – Superbien  let the only limit for these Re/Icons activations be imagination itself. Using matte painting, animation, projection mapping and drone footage, Superbien’s team of creatives and designers crafted a suite of content for both the activations themselves and for subsequent shareable takeaways. 

There’s not just something surprising about seeing a wild, craggy mountain in the middle of a city skyline, there is something magical and timeless about it. No matter where culture and technology go, just like Moncler, we are always grounded and at the same time inspired by the planet on which we exist.