Moncler takes over Milano Centrale railway station with “An Invitation To Dream”
by Gabriel Córdoba Acosta
Moncler and Milan are back together again after the big launch event they held in September last year for the collaboration with Pharrell. The reason? The Italian brand’s new activation at the city’s train station (Milano Centrale), which for the first time will be transformed into one of the world’s largest public galleries with an immersive exhibition called “An Invitation To Dream”.
This exhibition has the spirit of what the company has always patented from the beginning, encouraging people to achieve their highest goals and accomplish their respective dreams. Of this, Remo Ruffini, President and CEO of Moncler, says: “Dreams are what have been moving myself and Moncler forward since day one, because we never stop dreaming about what is possible, and how we can inspire and be inspired by others around the world. Always aiming to not only do new, but to do better.”
With such a pretext Moncler presents this project, curated by Jefferson Hack, filmed and photographed by Jack Davison, that asks some of the most extraordinary minds shaping today’s culture to inspire us or even help us to do so, such as Daniel Arsham, Dr. Deepak Chopra, Isamaya Ffrench, Laila Gohar, Jeremy O. Harris, Francesca Hayward, Julianknxx, Ruth Rogers, Remo Ruffini, Rina Sawayama, Sumayya Vally and Zaya, of whom Jefferson Hack, curator of “An Invitation To Dream” says: “The curated community represent some of the finest creative visionaries across culture who dare to dream for us. They are today’s reality-shapers and they were invited to participate as their work carries with it new hopes and possibilities. It’s the deeply transformative aspects in their work and practice that makes them essential artists of our time and essential for us to bring into this project.”
As part of Jefferson Hack’s curatorial practice of hijacking public spaces, all the billboard and screen-based advertising sites in the train station will be re-wired to create a Dreamscape: a new landscape of images and quotations from our visionaries, where large-scale text pieces and slow-motion portraits soar above the noise of the station as powerful, silent invocations, inspiring the public to dream.
The exhibition of handprinted lithographic prints by Jack Davison, grounds the experience, with the idea of slowing down time, capturing intimacy, and conveying the humanity of the subject – all instrumental in setting the intention of this project.
Moncler’s exhibition at the Milano Centrale railway station will be open from 15th April to 21st April. Following the exhibition in Milan, the story will be extended as part of a global campaign activated to bring ‘An Invitation To Dream’ to a worldwide audience.
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