Visit one of the five locations to try the luxury label’s alternate reality experience.
Alessandro Michele, creative director of Gucci, has a knack for initiating unexpected collaborations and inspirations, a concept apparent in Gucci’s latest venture. Yesterday, the brand launched a new kind of pop-up shop called Gucci Pin in five exclusive locations across the world. The idea originated from the concept of pinning places on smartphones or computer maps. In each pop up, the release will embody a theme that reflects the products available at that specific site.
To find each of these stand-alone stores, unique locator pins will appear on both the Gucci app and Google Maps. At each location, users will be met with innovative AR experiences specific to that shop. The digital integration continues even after you leave, as more experiential content will be available on Snapchat and Instagram.
Never ones to rest on imagery alone without adding a touch of tech, a special section on the Gucci App will immerse users in a unique digital experience, with an Augmented Reality portal that will also be available on Snapchat App. Through this portal, users will be able to discover a virtual psychedelic tropical island where different fluo coloured holographic elements recall the campaign. Additionally, a face filter featuring lights and shadows inspired by the colors of the tropical island will be available on Instagram.
A dedicated interactive microsite will allow visitors to play with the Gift Giving line, randomly generating joyful wallpapers and allowing users to land on gucci.com website with the opportunity to purchase gifts directly.
More digital activations will include playful Gift Giving stickers available on Instagram, iMessage, and Giphy.
This season’s Gucci Pin theme is all about the gift giving time of year, marked by floral motifs and the label’s hallmark handbag line Ophidia. The Gucci Pin Gift Giving shops will offer customers a wide range of products for the holiday season, such as vibrantly colored women’s clothing and accessories to get into the festive spirit. Future themes coming in 2020 will include the Chinese New Year, Mickey Mouse, and a Psychedelic aesthetic.
The five Gucci Pin pop-ups are now open at Fukuoka Iwataya in Japan, Hong Kong’s Canton Road, the Seognam Hyundai Pangyo in Korea, the Denver Cherry Creek Shopping Center in Colorado, and the Galeries Lafayette in Paris.
https://www.crfashionbook.com/fashion/a29714956/gucci-pin-pop-up-shops/