Seeing is believing in the world of Gucci. Supported by the “Gucci Hallucination” film and hashtag, the fashion house continues to enhance the talent of Ignasi Monreal, a Spanish artist discovered through the #guccigram project, and places him at the center of its new digital project.
Gucci has made Monreal’s artwork interactive for customers and supporters. The Spanish artist’s signature surreal artwork is on display as sticker artwork, the backdrop of store window displays, and for a new digital activation project that connects to the Gucci App.
In various Gucci stores around the world, their windows will be dedicated to the artist’s works created for the Gucci SS18 advertising campaign and projected onto a big screen, like a work of art displayed in a gallery.
In front of the screen of some windows, there will be placed seats, which will sit mannequins covered with colored velvet bringing to mind of passers-by that image of passive enjoyment typical of museums and cinemas.
Stickers on the store windows can be scanned to access a microsite that features downloadable wallpaper and access to a catalog of Gucci products and Monreal illustrations. Also activating artwork will be printed as tickets for customers to receive with purchase at 52 designated stores, where virtual reality devices are available for use. Each device will show 360-degree panoramas that have been created using Monreals campaign illustrations.
Gucci has raised the bar with this unique campaign that gives customers a deeper sensory experience through art, fashion, and tech. And if people cant make their way into a Gucci store for the virtual reality experience, 15 of 20 illustrations from the Spring 2018 campaign will appear in magazines and newspapers and will be scannable using the Gucci App to reveal special 3D pages with augmented reality effects.