Gucci launches #GucciGram digital project
November 3, 2015: Always ready to support creativity, talent and spontaneity, Gucci celebrates cultural references and, in particular, the one between traditional heritage and contemporaneity. The recently launched Gucci Blooms and Gucci Caleido prints perfectly illustrate this, featuring a floral print and a geometric motif overlaid on the classic GG signature design.
Exploring this idea further, Gucci has launched the #GucciGram project, where online talents, illustrators and image-makers from around the world – established names, emerging ones and those somewhere in between on their creative journeys – imagined artworks that feature the Gucci Blooms and Gucci Caleido motifs. More often than not, this has resulted in a mash-up of imagery in which the Gucci Blooms and Caleido prints play their parts – sometimes harmoniously, often incongruously.
Some have incorporated the work of well-known painters, others have used cartoon characters, surreal animations, or satirical messages. The effect is a pop-cultural explosion of diverse viewpoints – provocative, entertaining and amusing.
Gucci has created a micro-site to showcase the work at gucci.com/guccigram. The site features an introduction by Brooklyn-based technology and culture writer Kyle Chayka and a number of responses to the work by other commentators. The artworks will also be featured on Gucci social media channels.