Gucci introduces new interactive digital campaign for Spring 2018, with scannable ads, virtual reality, and augmented reality
BY OBI ANYANWU
Seeing is believing in the world of Gucci. Supported by the ‘Gucci Hallucination’ film and hashtag, the fashion house has debuted a new campaign to support its Spring 2018, featuring original artworks by frequent collaborator Ignasi Monreal.
The Spanish artist’s signature surreal artwork is on display as sticker artwork, the backdrop of store window displays, and for a new digital activation project that connects to the Gucci App.
Gucci has made Monreal’s artwork interactive for customers and supporters. The window displays feature a large screen to show animated digital illustrations, and stickers on store windows can be scanned to access a microsite that features downloadable wallpaper and access to a catalog of Gucci products and Monreal illustrations.
Also, activating artwork will be printed as tickets for customers to receive with purchase at 52 designated stores, where virtual reality devices are available for use. Each device will show 360-degree panoramas that have been created using Monreal’s campaign illustrations.
Gucci has raised the bar with this unique campaign that gives customers a deeper sensory experience through art, fashion, and tech. The interactivity of the digital installations is a way to retain and entertain fans of the fashion house that may not be able to get their hands on its latest collection. The house also seems to be testing the waters on the integration of VR, AR, and new technology with collection advertising.
And if fans can’t make their way into a Gucci store for the virtual reality experience, 15 of 20 illustrations from the Spring 2018 campaign will appear in magazines and newspapers and will be scannable using the Gucci App to reveal special 3D pages with augmented reality effects.
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