Flash mob: Moncler has a ball at Grand Central

New York – French sportswear brand Moncler surprised the public during New York Fashion Week with a large flash mob dance at Grand Central Station.

More than 350 dancers wore items from Moncler’s autumn/winter 2011 Grenoble collection, including yellow ski goggles and puffer jackets. Passers-by stopped to take pictures and to participate in the moves.

It is not the first time Moncler has wowed the audience. In Milan this year its hunting-inspired show featured horses and dogs. In 2010, also in Milan, models showed off new designs while riding bikes around a velodrome.

These theatrical performances show how brands can use live and performance-based events to create a dialogue in which customers become part of the audience.