GUCCI EXPANDS GUCCI PLACES PROJECT
Explore locations around the world that have inspired the Italian Fashion House with this new project.
December 28, 2017
Gucci is pleased to announce the development of Gucci Places, choosing a variety of further locations that reflect the taste and values peculiar to the House.
The very first Gucci Place, which was unveiled earlier this year was Chatsworth in Derbyshire, England, where Gucci supported House Style exhibition. Chatsworth was also the location of the Gucci Cruise 2017 advertising campaign.
The idea is to encourage people to discover interesting and unexpected stories about these places, and so become part of a community. The Gucci Places programme is thus a network of locations connected to Gucci, all of which possess the quality of being able to surprise, arouse interest and inspire a creative response.
The new Gucci Places are: The Biblioteca Angelica, Rome, Italy. Castello Sonnino, Montespertoli, Italy. Maison Assouline, London, United Kingdom. Los Angeles County Museum of Art (LACMA), Los Angeles, California, USA. Bibo, Hong Kong. Waltz, Nakameguro, Tokyo, Japan.
To bring the Gucci Places programme to life, the Gucci App has functionality that enables people to become involved in the story of each designated Place. The App is configured to use the geolocation services of a user’s mobile device so that when you are in the proximity of a Gucci Place you will receive a push notification to invite you to visit the relevant location. When in the Gucci Place, the App allows users to check in and win a badge associated with it. You can thus collect the badges of all the Places recommended by Gucci, and can share these on social media.
The App also provides a detailed description of the Place, featuring texts, pictures and/or videos. Users can also access an information section, which enables them to contact the Place by email or phone, or visit its website. Each Place has a section on the App dedicated to the events it is staging, enabling you to browse the scheduled programme.
Furthermore, an exclusive selection of products, based on those in Gucci’s Courrier collection, is being created as part of the Gucci Places initiative. Special patches inspired by each Gucci Place have been developed and will feature on the products, which will be available for purchase at the relevant Gucci Place (when feasible) and at the nearest Gucci store.
The patches are inspired by the Place in question and reflect Gucci’s eclectic aesthetic, incorporating motifs that reference the location – a coat of arms, perhaps, or a design detail from a building.