The four Gucci rooms
Gucci launched the captivating artistic collaboration Gucci 4 Rooms thanks to the new artistic director Alessandro Michele.
Gucci launched ‘Gucci 4 Rooms’, an unusual and exceptional art project for which four different artists created real and virtual spaces to express the multifaceted imaginative spirit of the Italian fashion house.
Breaking every convention, the famous brand from Florence showcased the initiative at first on digital platforms from October 11th and then offline starting from October 12th in Tokyo. The creative director Alessandro Michele chose three innovative Japanese artists and invited them to collaborate with him on this project.Chiharu Shiota, Daito Manabe and Mr. were each asked to create a Gucci room inspired by the themes and motifs introduced by Michele. For Gucci Herbarium Room, Chiharu Shiota was inspired by the homonymous pattern while Daito Manabe in order to create the Gucci Words Room used the new fashion lexicon introduced by the new creative director. The Gucci Garden Room designed by Mr. is populated by animals and plants from the Gucci iconographic garden. The fourth artist involved in the project is Trouble Andrew, with whom Gucci has been working since the Autumn/Winter 2016 collection, who designed a top secret art installation.
The rooms created by the four artists can be viewed on the special dedicated website: gucci4rooms.gucci.com where visitors can explore the rooms interactively as if they were a video game. As a matter of fact, the installation by Trouble Andrew will be only accessible by those who manage to find specific items, clues that will lead to a secret space, hidden in the other three rooms. Each room features garments from the Gucci Autumn/Winter 2016 collection, jewels from the Cruise 2017 collection and other pieces available exclusively in the Japanese Gucci boutiques and website. As usual, Gucci tries, when possible, to facilitate the activities of its customers during its cultural and conceptual initiatives, offering, in this case, the possibility to those who will visit the Japanese site to buy products on www.gucci.com.
The imaginary rooms materialised in the real world as of October 12th when the rooms designed by the three Japanese artists were installed on the 7th floor of the Gucci boutique in Ginza, Tokyo. Trouble Andrew was also entrusted with the creation of a work within the Elephant Room in Dover Street Market Ginza. ‘Gucci 4 Rooms’ promotes a new and unusual cultural experience, offering visitors the chance not only to explore different fictional universes that combine the Japanese and Italian spirit, but also to immerse themselves in an adventure that involves the combination of art and fashion, digital and analog, virtual and real.