The leading luxury brand introduces the latest Gucci Pin in Chicago, dedicated to the GG Psychedelic collection
February 20, 2020: Gucci has announced its third wave of Gucci Pin, the series of ephemeral stores inspired by the pins seen on interactive digital maps. This follows the two previous chapters, with the pins launched respectively in November 2019 and January 2020 Creative Director Alessandro Michele’s unconventional approach to luxury fashion continues to flourish in forging new directions for the nearly 100-year-old House.
The Chicago GG Psychedelic Gucci Pin is dedicated to the debuting eponymous collection, which is all about colour, energy, impact and a dreamlike spirit. The GG logo has been playfully reinterpreted it with a streetwear attitude through the addition of a multicolour stars motif to create a thoroughly contemporary and distinctive pattern, and applied to different pieces including men’s and women’s ready-to-wear, handbags, luggage, shoes, small leather goods, accessories and a watch, and inspires a range of fine jewellery. The Chicago GG Psychedelic Gucci Pin is also home to an exclusive printed basketball in celebration of NBA All-Star Weekend. It creates a dreamscape of nocturnal refractions and reflections.
The approach channels the spirit of ‘70s psychedelia, which played with visual distortion, surreal imagery and wide colour spectrums. The release of the GG Psychedelic Collection is accompanied by whimsical images by photographer Jordan Hemingway. Set in a cloakroom – the magical scene of metamorphosis – and then moving to the dance floor, the images are infused with reflected light from mirror balls. As the night-loving creatures mingle and dance, the spinning ball picks up the pace and hypnotises, eventually playfully absorbing the clubbers into a surreal space with giant mirrored walls.
Coordinates: 160 N Morgan St, Chicago, IL, USA