Photo by GUCCI
The Italian fashion house, Gucci, has expanded its presence again by opening its first store in SoHo New York at 63 Wooster Street. The new Gucci Wooster store is located in a 155-year-old landmark-protected building, formerly known to be the site of a pencil factory. The new space takes up nearly 10,000 square feet and occupies a full city block, from Wooster Street to West Broadway. Under the helm of Alessandro Michele, the new location has the creative directors signature creative spirit fused with experiential, and interactive high tech, along with maintaining the artistic heritage of building with restored brickwork, three different hand-painted wooden floor designs, and a tin ceiling.
Photo by GUCCI
Photo by GUCCI
Bold colors of turmeric orange and burgundy Guccify the interior and the seating is covered in rich Gucci prints and fabric. Luggage carts, freestanding furniture with stone inlay and vintage pharmacy fixtures display products throughout the space. Reinforcing the industrial spirit of the building, custom brass fixtures frame the brick walls.
Photo by GUCCI
Photo by GUCCI
The Italian fashion house installed a custom 3D video display housed within an intimate screening room equipped with custom Muzik headphones and armchairs in turmeric velvet. Currently, the screening room is featuring an original film produced in collaboration with Frieze and directed by Wu Tsang as well as a short prelude directed by Adam Csoka Keller.
Photo by GUCCI
Housing womens and mens ready-to-wear, jewelry, accessories, and décor, the Wooster Street space will also be home to many firsts. It will be the first place in the world to feature the new Gucci DIY assortment including unique lettering in a variety of fabric and color combinations on unisex luggage and the iconic Ace sneaker. A digital interactive tool will allow guests to view their customized product in real time through AR technology
Photo by GUCCI