GUCCI is rolling out a number of luxury pop-up stores in shopping malls around the world just in time for the holidays. Known as Gucci Pin, the brightly-colored, rectangular display debuted in the U.S. at Cherry Creek Shopping Center on Nov. 15.
“Inspired by the pins seen on interactive digital maps … (the stores) will launch in different waves during the upcoming year,” Gucci officials said via press release. “The first Gucci Pin stores are dedicated to the Gift Giving line. This year for its holiday collection, the House celebrates the famed Flora pattern by marrying it with one of its Beloved line of handbags, Ophidia, distinguished by the GG motif and the Web stripe.”
The lineup of products at Gucci’s Cherry Creek pop-up will include “women’s ready-to-wear, shoes and accessories — featuring women’s bags in differing silhouettes including a new jewelry case, small leather goods such as wallets and card holders trimmed with red, yellow or white leather. The accessories also feature the Double G hardware and the Web stripe,” Gucci said in the release.
Gucci is also teasing an accompany digital installation for each pop-up store that will employ augmented-reality technology (AR), although details were scant as of press time. Gucci-personalized pins, featuring the patterns of the themed stores, will appear on Google Maps in some countries to further highlight the location, officials added. Also look for digital baubles on the Gucci App, and Gucci Pin-themed AR offerings and photo filters planned for Snapchat and Instagram.
The idea is the brainchild of Alessandro Michele, Gucci’s fashion director since 2015. Additional plans call for Chinese New Year-themed stores (in early 2020), a Gucci Pin Mickey Mouse (featuring a baggage carousel “style conveyor belt” built into their structures), and Gucci Pin GG Psychedelic stores, dedicated to luggage, accessories and ready-to-wear with the all-over multicolor GG-and-stars motif.
Gucci Pin pop-up in Hong Kong at Harbour City
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