Gucci Wooster opens up in SoHo, New York
May 10, 2018: Luxury brand Gucci has opened its first ever presence in SoHo, New York at 63 Wooster Street, thus expanding presence in some apt neighbourhoods of US. The brand attempts to appeal to the creative vibe of SoHo which epitomized a freewheeling attitude to music, film, literature, fashion and art. It was, in the 1970s and 80s, the soul of Manhattan’s creative community, the haunt of Jean Michel Basquiat, Andy Warhol, Keith Haring, Blondie and more.
Formerly the site of a pencil factory, Gucci Wooster is located in a 155-year-old landmark-protected building and occupies a full city block, from Wooster Street to West Broadway. Taking up nearly 10,000 square feet, the design concept was conceived exclusively for this location to maintain the integrity of the original framework. The restored brickwork, wooden floors, tin ceiling and iconic columns highlight the intricate cast-iron architecture that characterizes SoHo. Three hand-painted floor designs, executed by Italian artisans, introduce color and pattern, while original steel tiles speak to the neighborhood’s industrial history. Bold colors of turmeric orange and burgundy Guccify the interior and seating is covered in Gucci prints and fabric. Luggage carts, freestanding furniture with stone inlay and vintage pharmacy fixtures display products throughout the space.
Gucci Wooster has also introduced custom video technology in this new store. In addition to an interactive LED wall, the space will debut a 3D video display. These innovative screens feature glasses-free 3D technology and will immerse viewers into the realm of Gucci. The video displays are housed within an intimate screening room equipped with custom Muzik headphones and armchairs in turmeric velvet. The screening room and dedicated space will host rotating and seasonal creative initiatives.
Housing women’s and men’s ready-to-wear, jewelry, accessories, and décor, the Wooster Street space will also be the first place in the world to feature the new Gucci DIY assortment including unique lettering in a variety of fabric and color combinations on unisex luggage and the Ace sneaker. A digital interactive tool will be unveiled at Gucci Wooster allowing clients to view their customized product in real time through AR technology to further encourage clients’ self-expression.
Gucci Wooster will also be the first to preview the new Gucci-Dapper Dan collection two months prior to other locations. This next phase of collaboration with the Harlem tailor, who built a cult following in New York in the 1980s and early 1990s, takes its cue from his archive and re-imagines the types of garments and accessories for which he is known for in Gucci’s materials.
Gucci is collaborating with icons that have transcended the passage of time. John “Jellybean” Benitez, a fixture of the New York City club culture during the 1980s and producer of some of Madonna’s early works, will take up a musical residency at Gucci Wooster. Jellybean will curate the playlist for the space through early 2019. Andy Warhol’s Interview Magazine, whose heritage began and remains in SoHo, will re-print limited quantities of the historic December 1985 Music Issue featuring Madonna on the cover.