To celebrate the upcoming Lunar New Year which heralds the Year of the Ox, Gucci creates a collection of special items that feature the famous Japanese manga and anime character, Doraemon – the cat-type robot sent from the XXII century to help a young boy called Nobita Nobi with secret gadgets from his four-dimensional pouch. The resulting Doraemon x Gucci collaboration is also marking the manga’s 50th anniversary.

For the occasion, Doreamon takes the stage of the new Gucci Lunar New Year campaign shot by photographer Angelo Pennetta.This highly recognizable character becomes a companion who transforms everyday activities into joyful adventures.

The pieces will be promoted through Gucci’s digital channels and selected Gucci stores worldwide. Gucci Pins, the House’s ephemeral stores inspired by the pins seen on interactive digital maps, will also bring immersive shopping experiences to several cities. The Gucci 2021 Lunar New Year Collection has its own sustainable packaging, which comprises fully recyclable green bags and matching swing tickets referencing the 50th anniversary of the cartoon, all featuring Doraemon.

Bespoke entertainment will be available on the Gucci App bringing Doraemon figure to life thanks to Augmented Reality. Scanning the Gucci ArtWalls and the dedicated packaging, users will discover a choreography by their favourite character.