Gucci launches an immersive art project: Gucci 4 Rooms
October 12, 2016: Fashion brand Gucci is presenting an unconventional project in which four artists are invited to create virtual and real spaces that express the eclectic and inventive spirit of the House.
Alessandro Michele chose three innovative Japanese artists and invited them to work with him on Gucci 4 Rooms. Chiharu Shiota, Daito Manabe and Mr. have each been asked to conceive a different Gucci room based around motifs and themes that Alessandro Michele has introduced to the House. The Gucci Herbarium Room by Chiharu Shiota uses the House pattern of that name as inspiration, while the Gucci Words Room by Daito Manabe makes use of the lexicon that the Creative Director has created. The third room, by Mr., is called the Gucci Garden Room and features animals and plants from Gucci’s pool of garden imagery.
A fourth collaborator, Trouble Andrew, with whom Gucci has collaborated on various collections, has also contributed, by developing a secret art installation.
The rooms created by the artists will open their doors on a special microsite. Visitors can explore the rooms and interact with them as in a computer game. The installation by Trouble Andrew is accessible only to those who manage to find specific elements hiding in the other three rooms, which unlock this secret space. Each room houses items from Gucci’s autumn/winter 2016-17 collection, jewellery from the cruise 2017 collection, plus additional limited-edition pieces that are exclusively available in Japan online or in store. Consumers visiting the site from Japan will be able to purchase these products from gucci.com.
Bringing these imaginary spaces to life the three rooms conceived by the Japanese artists have also been replicated at Gucci Ginza on the seventh floor. Meanwhile, Trouble Andrew has been commissioned to create an artwork in the Elephant Room at Dover Street Market Ginza.