Intimate gatherings may have their merits, but Moncler much prefers a community affair. Take, for instance, The Art of Genius—an immersive live event marking Moncler Genius’s transition from a collaborative label to a “co-creation” platform, open to exchange among the mediums of art, design, entertainment, music, sport, culture, and beyond.

Ten thousand guests congregated at the Olympia London, which housed a variety of experiences and exhibitions derived from all corners of the creative landscape: DJ sets, foam and sound installations, furniture and technology and automobile showcases. It introduced Moncler Genius’s next creative class—Alicia Keys, Pharrell Williams, Mercedes-Benz, Palm Angels, FRGMT, Adidas, Salehe Bembury, and Roc Nation—highlighting their takes on the label’s legacy, and musing on how they might build upon it for the future.

“[Our] commitment to new forms of creativity and cross-fertilization continues to this day.” said Remo Ruffini, Moncler’s CEO, reflecting upon the London Fashion Week centerpiece. “What evolves are the spaces where this creativity takes place and expands going beyond boundaries… It is all about our quest to always explore new paradigms.”