Following Alessandro Michele’s new aesthetic for Gucci, a collaborative project has flourished amidst the House’s pillars, inviting four artists to reflect Gucci’s unique spirit in a series of virtual and real spaces. The collaboration was initially launched online and then turned into a real-life project in Tokyo, featuring three Japanese artists, Chiharu Shiota, Daito Manabe and Mr. The goal here was to recreate Michele’s motifs for the House in different rooms, as Chiharu Shiota made the Gucci Herbarium Room through Gucci’s moniker pattern, while Daito Manabe created the Gucci Words Room through Michele’s creative lexicon, and Mr. founded the Gucci Garden room full of the joys of animals and plants. Last but not least, the fourth collaborator Trouble Andrew initiated a secret art installation, completing the whole segment.
The initiative is also part of a microsite, gucci4rooms.gucci.com, developed in order to permit visitors to explore the rooms through a computer game. And as each room harbors items form Gucci’s Fall/Winter 2016-2017 collection, jewelry from the cruise 2017 collection, and limited-edition pieces that are exclusively available in Japan online or in store, it appears to be that only those who find the elements hiding in the other three rooms could unlock Trouble Andrew’s installation. As such, all site visitors in Japan are able to purchase the products from Gucci.com.
This cultural quest has not only created an exceptional experience for Gucci lovers, but it has also created a Japanese-meets-Italian melting pot of art, fashion, digital, virtual and real-life concepts. And the best part of it all is that the experience has turned into a concrete work of art emanating in Gucci Ginza on the seventh floor, while Trouble Andrew’s secret installation has been replicated in the Elephant Room at Dover Street Market Ginza.
The state-of-the art spaces are open to the public until the 27th of November, so if you happen to be in Japan, don’t miss out on the opportunity to witness a once-in-a-lifetime cultural experience! In the meantime, head to the Photo Gallery for more visual impact!
