COLLABORATION
GUCCI’S LOVELY LUNAR NEW YEAR
JANUARY 12, 2021
-
WORDS
by KRISTOPHER FRASER
PHOTOS
COURTESY of GUCCI
To celebrate the upcoming Lunar New Year, which rings in the Year of the Ox, Gucci’s creative director Alessandro Michelle has imagined a dedicated collection of special items that feature to famous Japanese manga and anime character Doraemon, the cat-type robot sent from XXII century to help a young boy called Nobita Nobi with secret gadgets from his four-dimensional pouch. The resulting Doraemon x Gucci collaboration is also marking the manga’s 50th anniversary.
The special collection for men and women features Doraemon in his classic blue color over the GG motif, across different product categories. The collaboration debuts today. Later in the month of January, a new special and playful Doraemon figure, exclusively created in tribute to the year of the Ox, will be revealed.
For the occasion, Doraemon was superimposed in a campaign shot by photographer Angela Pennetta. Doraemon becomes a companion who transforms everyday activities into joyful adventures. He’s the imaginary friend you get to play video games with or party in the garden.
Gucci Lunar New Year
Gucci Lunar New Year
The piece will be promoted through Gucci’s digital channels and select Gucci stores worldwide. Gucci Pins, the brand’s ephemeral stores inspired by the pins seen on interactive digital maps, will also bring immersive shopping experiences to several cities. The Gucci 2021 Lunar New Year Collection has its own sustainable packaging, which comprises fully recyclable green bags and matching swing tickets referencing the 50th anniversary of Doraemon.
The character will also be featured on store façades and street installations in different cities across Australia, China, India, Japan, Malaysia, Singapore, Taiwan, Thailand, and Vietnam. Doraemon will also be the star of two Gucci ArtWalls in Shanghai and Hong Kong where he will pose over the GG motif, as in the collection.
Bespoke entertainment will be available on the Gucci App bringing Doraemon figure to life thanks to augmented reality. Scanning the Gucci ArtWalls and the dedicated packaging, users will discover a dancing Doraemon.
Gucci Lunar New Year
