Moncler has opened its first Moncler Grenoble flagship in the US, choosing Aspen as the ‘natural home’.

Starting in St Moritz, Switzerland, the Aspen location marks the place where Moncler first entered the US in 2008.

“More than a retail opening, the store showcases this brand dimension, offering an immersive expression of Moncler’s mountain DNA, rooted in the brand’s heritage and defined by the dialogue between high performance and high style,” a Moncler spokesperson said.

“Spanning 250sqm, the store is conceived as an immersive environment inspired by the Rocky Mountains, reflecting the presence and spirit of the surrounding alpine landscape.”

Designed by Küchel Architects, the store contains a boutique behind its ‘cave-like’ entrance. It features the full range of Moncler Grenoble products, including Summer and Winter collections.

The store’s opening event was attended by brand ambassadors Emily Ratajkowski, Penn Badgley, and Odell Beckham Jr, among others.