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Moncler celebrated its 70th anniversary with an extraordinary take over in Milan, Piazza del Duomo, kicking off a 70-day program of global events and experiences.
Many VIP guests attended a high visual impact live performance together with the public who literally filled the square. The energy of the evening revolved around the Maya jacket: an iconic model, revisited in style and materials that symbolically connects the origins of the brand with its future.
The unprecedented show, inaugurated by the prima ballerina of the Teatro alla Scala in Milan, Virna Toppi, unveiled an exceptional cast of 1952 talents – in homage to the year of Moncler’s foundation – who completely “painted” the square white while they sang, danced and moved wearing the special Moncler Maya 70 model specially made for the anniversary.
Renowned choreographer Sadeck Berrabah (Sadeck Waff) orchestrated a show that offered a unique perspective of contemporary dance, challenging the geometric limits of the human body.
With the aim of continuing to involve and connect communities, Moncler opened the event to a huge audience, which, despite the rain, reached the maximum capacity of eighteen thousand people.
“In Piazza Duomo I saw the perfect synthesis of how I imagine Moncler in the future. There is respect for tradition and the drive for innovation in the iconic Maya model which over the years continues to evolve in style and materials, always remaining contemporary. There is the rigor in the execution and the search for uniqueness in an extraordinary show that offers an unprecedented vision of dance. There is the thrill of living this experience together. There is a message that will reach the world through digital channels. And finally, the thing I’m most proud of is to see all generations represented here and to feel the strong energy that comes from our communities. Together with them we will build our next 70 years “, commented Remo Ruffini, President and CEO of Moncler SpA
The performance opened with a group of dancers arranged throughout the square to convey the idea of a blank canvas, a symbol of a new beginning. A chorister then sang a cappella while Virna Toppi, prima ballerina of the Teatro alla Scala, performed a solo on stage.
At the end of the ballet, Sadeck Waff joined Virna on stage as the White Voices choir began singing. The choir then left the stage to the notes of the piece Carmina Burana, played by a Milanese orchestra with the participation of musicians from the Teatro alla Scala. The audience then watched Waff’s dance performance accompanied by a group of dancers.
At the climax of the show, the orchestral music was replaced by electronic music from DJ Lorenzo Senni, as the 1952 cast members moved in unison and a myriad of white confetti sealed the finale.
The evening kicked off the celebration of the first 70 years of a constantly evolving story, as well as the next chapters of a story that will always be fueled by ambition and the desire to seek the extraordinary.
Remo Ruffini was joined in Piazza del Duomo by many friends of the brand including Alessandra Ambrosio, Salehe Bembury, Blanco, Bianca Brandolini D’Adda, Eric Chou, Cesc Fàbregas, Hiroshi Fujiwara, Future, Matilde Gioli, Anne Hathaway, Elsa Hosk, Minhyun Hwang, Carmen Jordá, JR, Colin Kaepernick, Michèle Lamy, Sungkyung Lee, Nessa, Normani, Tobi Nwigwe, Bella Poarch, Francesco Ragazzi, Francesco Scianna, Maria Sharapova, Nigel Sylvester, Shaun White, Pharrell Williams, Shailene Woodley, Na Ying .
