At the center of the Gucci 2018 Gift Giving collection is a new film by Petra Collins, shot in the magical setting of Le Roi, a cinema and dance hall in Turin, which opened in 1926. The video shows an extravagant and glitzy ball, a party at which the guests dance together, eat and drink, and count down to midnight, seeing the New Year in. The glamorous and nostalgic imagery is joyful and festive, perfectly expressing the spirit of the gift-giving season.
The Gucci App will feature exclusive interactive contents to engage customers and promote the spirit of gifting. A special Gucci Gift Box that reveals different virtual presents every day by shaking the mobile devices. Like an advent calendar, users will be able to discover different contents day-by-day and then purchase the products through gucci.com. A further section of the App gives users illustrated photobooth stickers of party paraphernalia – balloons, champagne glasses, hats, horns – as well as some Gucci accessories like bags and shoes, which they can apply to messages. There is a large variety of seasonal smartphone wallpapers for users to decorate their devices.
As well as the special content on the Gucci App, an interactive seasonal catalogue will be available online, providing visitors to the gucci.com website with the opportunity to purchase gifts directly.