Gucci’s App Gets a New Feature ‘Gucci Places’ with Collectable Patches


BY BRENNA O’DONNELL

Creative Director Alessandro Michele has never been one to stick within the traditional boundaries of fashion, and during his tenure at Gucci has already launched a decor collection, taken over major city walls with Gucci murals, wielded social media as a powerful tool for the brand, and now he is branching into location-based technology. Gucci’s app is getting a new feature called “Gucci Places,” which invites people to explore the locations that have inspired the luxury Italian brand through the years while also encouraging patrons to get in touch with their own creativity while there.

When you open the Gucci App, the new Gucci Places feature will be right at the top. Click on it, and an animated bumblebee whisks you away to the stunning Chatsworth Estate. Located in Derbyshire, England, the Chatsworth Estate is where the brand is currently supporting a clothing and memorabilia exhibition entitled “House Style” curated by American Vogue International’s Editor-at-Large Hamish Bowles. The Estate also hosted the Gucci Cruise 2017 Ad Campaign. More locations will be added to the app in the coming months.

Not only do you get to visit these inspiring locations on your phone and in person, but you can also receive tangible (and very cute) proof that you were there; badges will be available for purchase at the physical locations that you can put on your Gucci products, or anywhere you like. The badges will be customized to the location, or simply rep “Gucci Places.” Happy Exploring!


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