Gucci celebrates the holiday season with a getaway to sunny shores. An unconventional winter sun break is the theme, and the mode of transport is a festive cruise liner packed with an eclectic group of passengers who un-apologetically express and embrace their very diverse characters.
The line-up of ready-to-wear pieces, shoes and accessories – which include handbags in different silhouettes, luggage, totes and a new jewelry case, as well as small leather goods – is all crafted in the new GG material printed with the brilliant-colored flowers and insects of Gucci Flora, and trimmed with red, yellow or white leather. All the Gift Giving items are well suited to the setting of a cruise liner, particularly the hard luggage models that evoke a time when people traveled by sea, in style, a time when Guccio Gucci, founder of the House, would have been making luxury luggage for just such use.
A special section on the Gucci App will immerse the user in a unique digital experience, with an Augmented Reality portal that will also be available on Snap-chat App.
A dedicated interactive micro site will allow visitors to play with the Gift Giving line, randomly generating joyful wallpapers and allowing users to land on Gucci.com website with the opportunity to purchase gifts directly.
More digital activations will include playful Gift Giving stickers available on Instagram, iMessage and Giphy.
Finally, Gucci recently launched a thoroughly innovative initiative, designed to present luxury fashion in a new format. A project called Gucci Pin – referencing the pins on interactive digital maps – will see a series of ephemeral retail spaces appear around the world over the next year. The first of these will be dedicated to the Gift Giving season across November 2019.