Gucci Announces the Expansion of Gucci Places
BY OBI ANYANWU
Gucci Places is on the move. The app feature that launched in July has added new locales for users to explore and discover its connection to the Italian fashion house.
Gucci aims to encourage people to discover interesting and unexpected places with its Places feature. Chatsworth in Derbyshire, England was selected to be the very first Gucci Place for serving as the location for Gucci’s House Style exhibit and the Cruise 2017 ad campaign, and the new Places have similar stories and connections with the label.
The new Gucci Places, The Biblioteca Angelica in Rome; Castello Sonnino in Montespertoli, Italy; Maison Assouline in London, United Kingdom; Los Angeles County Museum of Art (LACMA); Bibo in Hong Kong and Waltz in Nakameguro, Tokyo, Japan, are all supported by detailed descriptions, a section dedicated to events, and push notifications that alert users if they’re close to a Gucci Place.
The Biblioteca Angelica, Castello Sonnino, and Japanese record store Waltz were all locations for Gucci lookbooks and campaigns, specifically for Pre-Fall 2017, Cruise 2018, and Fall 2016, respectively, while Maison Assouline and French restaurant Bibo hosted events with Gucci. Assouline held a book signing event for Nick Waplington’s Blind For Love, the limited-edition book on the Gucci Cruise 2017 collection, and Bibo held a private dinner to celebrate the #GucciGram Tian art project during Art Basel Hong Kong 2016. Finally, Gucci is a presenting sponsor for LACMA’s Art + Film Gala.
Gucci app users that want to scratch their itch for wanderlust could win a badge if they check in at each Place and can share their accomplishment on social media. And for those that would prefer something physical instead of a digital badge, Gucci is offering a selection of products that will feature special patches inspired by each Gucci Place. The products will be available at the relevant Gucci Place and at the nearest Gucci store.
Los Angeles County Museum of Art (LACMA)
Images Courtesy of Gucci