Stop the press. Gucci’s doing art. On 10th October the iconic Italian fashion house launched the brand’s new art initiative – ‘Gucci 4 Rooms’ – a concept dreamt up by the brand’s creative director, Alessandro Michele. The installation, as you may have guessed from the name, is made up of four ‘rooms’. But these aren’t just any rooms, these are Gucci rooms.
Each space was designed by a different artist and themed around key Gucci concepts introduced to the brand by Michele. The rooms exist as both a real life art experience and a virtual one that you can explore online. Bringing together fashion, art and gaming the project aims to provide visitors with an immersive retail experience while acting as a showcase for pieces from Gucci’s autumn/winter 2016 collection.
The first three rooms have been created individually by Japanese artists Chiharu Shiota, Daito Manabe and Mr. The rooms take inspiration from iconic Gucci themes, patterns and imagery – for instance, Shiota has taken the brand’s iconic Herbarium pattern and brought it to life for her Gucci Herbarium Room. The fourth space is a ‘secret art installation’ designed by Brooklyn artist Trouble Andrew aka GucciGhost, who’s collaborated with the fashion house on previous collections.
Gucci’s latest innovation comes as part of a trend sweeping the world of fashion at the moment that’s seen brands and retail spaces trying to provide customers with a full experience rather than just a shopping trip. Initially launched online at gucci4rooms.gucci.com on 10th October, the installation is now open IRL in Japan. If you’re lucky enough to be in Tokyo right now you can head over and check the project out at one of its new homes – either at Gucci Ginza or in Dover Street Market Ginza’s Elephant Room. If you’re not in Japan, you can see the artists’ work online at the Gucci 4 Rooms microsite.