Moncler Hosts “HAVE A PUFFY SUMMER” Pop-Up in Seoul’s Seongsu District

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Italian luxury brand Moncler hosted its limited-time “HAVE A PUFFY SUMMER” pop-up in Seoul’s Seongsu district as part of the global rollout of its “Puffy Summer” campaign. The opening event took place on April 29, followed by a public exhibition from May 1 to May 3.

The activation followed Moncler’s immersive pop-up, presented at “10 Corso Como” during Milan Design Week, which translated the world of “Puffy Summer” into an experiential urban installation in Seoul.

Summary

Moncler hosted its “HAVE A PUFFY SUMMER” pop-up in Seoul’s Seongsu district
The immersive space brought the world of the “Puffy Summer” campaign to life
The campaign stars actor Jamie Dornan
Guests included SEVENTEEN’s Mingyu and ITZY’s Ryujin
Approximately 500 guests attended the opening event, drawing attention from Seoul’s cultural scene

“Puffy Summer” Reimagines Moncler’s Signature Aesthetic for Summer

The “Puffy Summer” campaign reinterprets Moncler’s signature language of volume and layering for the warmer season. Through lightweight silhouettes, fluid proportions, and vibrant color palettes, the campaign presents the brand’s playful vision of summer.

Actor Jamie Dornan stars in the campaign alongside whimsical creatures, expressing Moncler’s creative direction through surreal and humorous imagery.

An Immersive Pop-Up Inspired by an Underwater World

The pop-up façade featured a giant octopus installation welcoming visitors into an immersive underwater-inspired environment. On the first floor, colorful representations of whales, seahorses, crabs, lobsters, and flamingos — key motifs of the “Puffy Summer” campaign — created a vibrant and energetic atmosphere throughout the space.

The second floor showcased the collection itself, offering visitors a deeper look into Moncler’s summer vision and styling approach.

Around 500 Guests Attended the Opening Event

To celebrate the opening, DJ performances were held in the outdoor area, attracting approximately 500 guests. Attendees included SEVENTEEN’s Mingyu, ITZY’s Ryujin, actor Lee Jaewook, and former Korean volleyball player Kim Yeonkoung.

The event also welcomed creatives from the art and culture scene, as well as media representatives from across Asia, positioning the activation as a cross-cultural gathering within Seoul’s contemporary creative community.