moncler genius collection comes to life in first augmented reality-enhanced book

department of new realities — the future-forward creative unit at W+K amsterdam — is redefining the way we experience books through a new publication created for moncler. the one-of-a-kind book is paired with augmented reality content, unearthing previously undocumented insight on moncler’s ‘genius project’ — capsule collections by different designers inspired by the brand’s iconic down jacket. the publication features a range of 3-dimensional, immersive universes that launch viewers into all eight of the designer collections, including those by pierpaolo piccioli, kel ninomiya, craig green, hiroshi fujiwara, palm angels and simone rocha.

various looks and models will float above the volume when using the app

through the accompanying moncler genius AR lens app, viewers can uncover hidden realities through 10 virtual interpretations spread across eight different designer chapters, the centerfold, and cover. flipping through the book and finding AR-enabled icons might make the publication spontaneously freeze and burst into psychedelic flames; various looks and models will float above the volume — each based on the individual themes of the designers’ collections; and the cover will morph into a 3-dimensional ice sculpture.

the publication unearths previously undocumented insight on moncler’s ‘genius project’

the moncler genius book has been created in partnership with the department of new realities, and is published by rizzoli, showcasing a new meaning to the coffee table book as an art object. ‘there is an exploration motive when looking through a beautiful coffee table book, and we wanted to retain this essence of discovery with augmented reality, where users are seeking special pages in a book that are magically brought to life with the moncler genius AR lens app,’ anita fontaine and geoffrey lillemon, creative directors of W+K amsterdam’s department of new realities say. ‘AR presents atmosphere and environment; and 3D display of product has a need for a new kind of representation. lifting from the flat pages of the book format, 3D environments create an awe-inspiring immersion for the reader.’

screenshots from the moncler genius AR lens app

project info: 

moncler

director of worldwide PR & media: domenico galluccio

department of new realities (W+K amsterdam)

executive creative director: mark bernath, eric quennoy
creative director: anita fontaine, geoffrey lillemon
business director: kirk johnsen
producer: morgan mendel, marine rabier
3D artist: thomas de rijk, realexis christofides
digital designer: leeza pritychenko
sound designer: dylan galletly
creative developer: marc winklhofer
account manager: cassandre beck

production company: rewind

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

edited by: nina azzarello | designboom