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Moncler transforms Milan Central station into one of the largest galleries open to the public with an immersive exhibition entitled “An Invitation To Dream”. Not a random title: since its birth in the mountains of Monestier-de-Clermont, Moncler has encouraged explorers to reach the highest peaks and make their dreams come true. The dream remains the driving force of the brand’s creativity
The importance of dreams
«Dreams have accompanied me and Moncler since day one: we have never stopped dreaming, being a source of inspiration and at the same time letting ourselves be inspired by others», confirms Remo Ruffini, president and CEO of Moncler.
International project
An Invitation To Dream is a project curated by Jefferson Hack, filmed and photographed by Jack Davison, where some personalities who inspire contemporary culture encourage you to dream like them. Among the protagonists of the exhibition are Daniel Arsham, Dr. Deepak Chopra, Isamaya Ffrench, Laila Gohar, Jeremy O. Harris, Francesca Hayward, Julianknxx (large photo above), Ruth Rogers, Remo Ruffini, Rina Sawayama, Sumayya Vally, Zaya . «In this project we have brought together some of the most brilliant creative minds who dare to dream for us too – explains Jefferson Hack –. They are among those who influence contemporary culture and were invited to participate precisely because their art brings with it new points of view and possibilities. Their profoundly transformative work and talents make them exceptional artists of our time and therefore ideal for this project.”
Symbolic place
Milan Central Station is one of the most iconic places in the city and for the first time in its history it will be transformed into a vast artistic space open to the public that will showcase the words and portraits of this special cast. In line with Jefferson Hack’s curatorial approach of transforming public spaces, all the billboards and advertising screens of the train station will be connected to create a sort of imaginary landscape animated by images and quotes, where texts and portraits dominate the noise of the station as powerful silent invocations, inspiring the audience to dream. Jack Davison’s black and white lithographic prints compose the exhibition with the idea of slowing down time, capturing intimacy and conveying the humanity of the protagonist: all fundamental elements in defining the intention of this project. In one of the key points of the city where an average of 300 thousand people converge per day.