Moncler takes Milan Central Station by storm and transforms it into a gallery for Design Week

Moncler takes over Stazione Centrale, Milan's main train station, for Design Week. During the event, which will take place from April 15 to 21 and will take over the city with all kinds of installations, the Italian down jacket brand will transform this emblematic place in the Lombard capital into a giant gallery with an immersive exhibition titled “An invitation to sleep”.

For the first time, this iconic building built in the 1930s, which attracts almost 300,000 people every day, will be transformed into a vast public art space. Precisely in the warehouses of this station, Moncler organized one of the first presentations of its “Genius” project in February 2019, bringing together a group of different designers.

This exhibition will take advantage of the station's various media opportunities. “All the station's advertising panels and screens will be joined together to create a kind of imaginary landscape,” the label states in a press release. Texts, photographs and portraits “will dominate the noise of the station as powerful silent invocations, inspiring the public to dream.”

The project was conceived by Jefferson Hack, co-founder of the British fashion magazine Dazed. Filmed and photographed by British photographer Jack Davison, using large black and white lithographs, the exhibition features a series of portraits of personalities ranging from Moncler CEO Remo Ruffini and American artist Daniel Arsham to doctor and author Indian Deepak Chopra and British makeup artist Isamaya. French and Egyptian food creative Laila Gohar.

Among the protagonists of the project are also the American playwright Jeremy O. Harris, the English prima ballerina Francesca Hayward, the Sierra Leonean multidisciplinary artist Julianknxx, the English chef Ruth Rogers, the Anglo-Japanese singer Rina Sawayama, the South African architect Sumayya Vally and Zaya .

“In this project, we have brought together some of the brightest creative minds who dare to dream for us. They are among those who influence contemporary culture and have been invited to participate precisely because their art brings new perspectives and new possibilities,” explains Jefferson Hack. “An Invitation To Dream” will later be the subject of a global campaign.