Well, if you arrived here, you read the introduction.

Queue management was a mess, honestly. Maybe I am too used to German & British queuing discipline, but this frustrated me a lot and I can’t be the only one. I arrived early to ensure entry at 19:30 (scheduled start). However, the line started moving at around 20:15 and dispersed shortly after – fences were moved, jumped over and people entered the queue left and right – at this point it turned into a crowd. To be fair there was not a lot of pushing and it remained an overall “civilized chaos”, nevertheless, there was a risk in the lack of crowd control by the organizer. There were just too many people for a too short entry slot.

For Moncler this probably didn’t really matter as there were going to be enough people inside to make Instagram stories, posts and TikToks. But there were surely also those that quietly queued and finally never had the ability to enter – through their lack of execution, Moncler excluded them from the community.

Inside the queuing and waiting did not stop. First for Alicia Keys and then at each of the individual booths. There was so much queuing that I was only able to attend 3 out of 8. There was just not any time left to attend more before they shut the event down.

I wonder what other options to the single evening Moncler considered. Could this event have been better if it were distributed over 2 days? Could it have been open throughout the entire day to ease entry?

Well, I assume it would certainly not have been possible considering the celebrity powerhouse the brand gathered in London. Furthermore, a single-evening event saves renting costs and creates more hype.

Overall, this setup made the most sense, to maintain the level of average attendees’ experience and the impact for Moncler. 

Looking at the general reception, it was the right decision. Nevertheless, I think it is relevant to give insight into the frustration that overshadowed the whole event for me, and likely others.