Moncler is bringing its Puffy Summer campaign to Seoul with a new immersive pop-up experience in the city’s Seongsu district. Following its exhibition at 10 Corso Como during Milan Design Week, the brand continues the campaign’s global journey with a space that transforms its summer vision into an interactive world.

The pop-up officially opened with a special event on April 29 and will welcome the public from May 1 to 3. Inspired by the collection’s playful concept, the Seongsu space reimagines Moncler’s signature puffiness and layering for warmer weather through lightweight silhouettes, soft volumes, and bright seasonal colors.

Fronting the campaign is actor Jamie Dornan, whose campaign visuals introduce a whimsical cast of Puffy Summer creatures. That fantasy continues into the Seoul activation, where a giant puffy octopus wraps around the building façade, pulling visitors into a colorful underwater-inspired environment.

Inside the first floor, Moncler’s playful summer animals including whales, seahorses, crabs, lobsters, and flamingos fill the space in vivid colors, creating an energetic and immersive atmosphere. The second floor shifts focus to the collection itself, offering guests a closer look at the brand’s latest seasonal designs.

To celebrate the opening, Moncler hosted an outdoor DJ set attended by around 500 guests from across entertainment, fashion, and the arts. Notable attendees included Mingyu, Ryujin, Lee Jaewook, Kim Yeonkoung, Off Jumpol, and Jenny Tsang.

With Puffy Summer, Moncler continues to blur the line between fashion presentation and immersive storytelling, turning Seongsu into a vibrant extension of the collection’s playful summer universe.