Gucci opened several experimental pop-up shops in London, Milan, and Berlin as part of its centennial celebrations. The “neighbourhood-centric temporary spaces” look to offer multidimensional experiences to visitors, with each store reflecting that of the city it is located in.
Every location stocks Gucci 100 ready to wear, footwear, and accessories. Each store will have a Gucci cafe, which encourages visitors to meet, work and exchange in the available space.
Each pop-up is designed to reflect the city it serves. Gucci Circolo Berlin is located in Berlin-Kreuzberg. It focuses on its ties to music and offers visitors an interactive photo booth as well as a listening lounge. The London headquarters is centered around a curated bookshop with London-based librarians.
Gucci’s website allows interested visitors to sign up for private appointments for the London and Berlin stores. Appointments are not available for the Milan-based store. The site states that appointments cannot be made at the moment and visitors will need to go directly to the store to wait in line.
These pop-ups are part of a series of concepts that the luxury brand has been pursuing over the last few months. This includes its recent venture into vintage and second-hand markets through Vault, its new ecommerce site. The fashion brand also explored the lifestyle market with the release of a stationary line that was launched at Milan Design Week.
The fashion house didn’t participate in any runway shows during fashion week this season. Gucci Resort 2022 was its last presentation. It was presented in digital format in April. Balenciaga’s crossover line was displayed in a show that detested traditional runways.
However, the house released a Gucci 100 collection with clothes and accessories featuring the Gucci 100 logo. The launch campaign featured several songs, which took viewers through different dance styles and performed the songs.