Gucci Adds Six New Gucci Places

FASHION

GUCCI ADDS SIX NEW GUCCI PLACES AND COLLABORATIONS WITH SIX TALENTED CREATIVES

WORDS

by KRISTOPHER FRASER

PHOTOS

COURTESY of GUCCI

Gucci has announced the expansion of its Gucci Places network with the addition of six new special destinations. The Gucci Places initiative invites people to explore the locations around the world that have inspired the house. These six new locations were chosen because they reflect the taste and values unique to Gucci.

The Places officially joining the Gucci selections are: the Dapper Dan Atelier Studio in New York, New York; the Hollywood Forever Cemetery in Los Angeles; the Gucci Garden in Florence Italy; the Boboli Gardens in Florence, Italy; the Antica Libreria Cascianelli in Rome, Italy and the Daelim Museum in Seoul, South Korea.

The idea is to encourage people to discover interesting an unexpected stories about these places and become part of the Gucci community. The Gucci Place program is a network of locations connected to Gucci, all of which possess the quality of being able to surprise, arouse, interest and inspire a creative response.

Existing Gucci Places include Chatsworth in Derbyshire, England; the Biblioteca Angelica in Rome, Italy; Castello Sonnino in Montespoertoli, Italy; Maison Assouline in London, England; Los Angeles County Museum of Art in Los Angeles, California, Bibo in Hong Kong and Waltz, Nakameguro in Tokyo, Japan.

Gucci Boboli Garden

To Mark the inauguration of the six new Places, Gucci asked several creatives to visit them and to record their impressions. These collaborators used instant cameras, so as to produce spontaneous imagery reflecting their responses to their designated locations. The results constitute highly person, visual journals of discovery, and feature hidden corners, travel notes and sketches, and pictures of souvenirs the artists picked up; for example, flowers collected in Boboli Gardens, poems from the Antica Libreria Cascianelli and entrance tickets to the Daelim Museum.

The six artists involved to participate include Isabella Cotier, Silvia Caderoni, Adiran Kozakiewicz, Alex Cameron, Coco Capitán, and Brandice Daniel.

To bring the Gucci Places to life, the Gucci App has functionality that enables people to become involved in the story of each special location. The App is configured to use the geolocation services of a user’s mobile device so that when you are in the proximity of a Gucci Place you will receive a push notification to invite you to visit the relevant destination. When in a Gucci Place, the App allows users to check in and win a badge associated with it. You can thus collect the badges of all the Places recommended by Gucci and can share these on social media.

The App also provides a detailed description of the Place, featuring texts, pictures and/or videos. Users can also access an information section, which enables them to contact the Place by email or phone, or visit its website.