MILAN — Gucci is launching a series of initiatives, events, acquisitions and activations around the world to mark the arrival in stores of creative director Sabato De Sarno’s debut Gucci Ancora collection.
The celebrations will begin at the newly renovated Gucci store at 63 Wooster Street in SoHo, where a party will be held on Saturday during New York Fashion Week.
“Located in the beating heart of New York City, the newly renovated Gucci Wooster Street boutique is a symbol of our enduring connection to a city that first welcomed Gucci in 1953. Gucci’s inaugural US store. was located on Fifth Avenue and 58th Street, and since then, we have established numerous stores throughout the city,” president and CEO Jean-François Palus told WWD.
The executive highlighted that the New York store is one of the first to introduce the spring 2024 collection in the US.
Palus said the unit’s position “as a landmark within the SoHo neighborhood solidifies our connection to the vibrant spirit of this area, renowned for artistic expression while, on the other hand, the renovated store now reinforces the timeless values of the beauty and Italian craftsmanship. ”
He referenced the refurbishment of the Gucci store on Milan’s Via Montenapoleone opened in December, which pays homage to Italian craftsmanship, art and design, and said the brand’s Wooster boutique “is the latest testament to the appreciation of house by artists and designers. through a sample of modern and contemporary works of art. “This unique fusion of contemporary design, fashion and art underscores our commitment to interdisciplinary exploration within our stores.”
He concluded by highlighting Gucci’s “unwavering dedication as a brand to perpetually evolve within the dynamic intersections of fashion, art and culture.”
The single-level, 10,000-square-foot space on Wooster Street, which extends an entire block from Wooster Street to West Broadway, maintains the 155 building’s original tin roof, cast-iron columns and exposed brick walls. years old, an old pencil factory. Compared to when Gucci first opened on the site in 2018, the renovation brings a much more open and airy feel to the space, which has an uninterrupted view from one end of the store to the other, making it ideal for parties. and events. The interiors feature a selection of iconic Italian designs from Cassina, B&B and Minotti.
With the renovation, a quick two-month process that began last December, the space was modernized with concrete and glass lines, brushed metal shelving, an LED screen and nine-foot-tall glass shoe shelves. There is a platform storefront located just past the Wooster Street entrance in De Sarno’s “Rosso Ancora” color. The fitting rooms are located behind a wall lacquered in the same Rosso Ancora. There is ample seating with lime green Italian furniture placed on a huge lime green rug.
When entering from Wooster Street, the women’s collection is on the right and the men’s collection is on the left. Scattered throughout are products that are exclusive to the store, including ready-to-wear, bags and shoes, and are identified with lime green accents. These include an acid green variation of the Jackie Notte bag.
The Wooster store is one of three Gucci units displaying art, along with stores in London and Milan, and features works by American and international artists who focus primarily on video art. Among the pieces on display are refined glass sculptures by Larry Bell, sculptures by Taezoo Park that explore technology and digital coding, and Lucio Fontana’s painting with holes punched for a multidimensional cosmic effect. The exhibitions are curated by Truls Blaasmo.
The store continues to house the Gucci Wooster bookstore, curated by Dashwood Books, which has also been renovated. The book selection includes volumes on photography and contemporary art, including many out-of-print titles.
The bookstore has its own address and exclusive entrance at 375 West Broadway and, in conjunction with the debut of the spring collection, will showcase “Gucci Prospettive 1: Milano Ancora,” the inaugural volume in a series of books intended to convey De’s artistic vision. of Sarno.
As part of the activations, Gucci created a custom Ancora Airstream adorned with floral arrangements of Rosso Ancora tulips, which traveled through New York City neighborhoods offering hot beverages.
Additionally, Gucci partnered with top New York destinations, including Sant Ambroeus, Jean’s and Nine Orchard, inviting visitors to collect limited-edition Ancora postcards featuring designs from the spring 2024 campaign.
Palus said these are just a part of Gucci’s “exclusive global presentations,” as the brand’s stores around the world “will feature immersive art installations, live performances, unique animations and personalized clientele initiatives.”
A wide range of events in China will address the cities of Shanghai (Zhang Yuan), Chengdu (Taikoo Li and SKP), Shenzhen (Shenzhen Bay Mixc) and Beijing (Sanlitun South and SKP) from March 11 to 17 with each location showcasing the spring 2024 collection.
Each city will recreate immersive environments with an art exhibition curated by X Zhu-Nowell, artistic director of RAM (Rockbund Art Museum) and curator of the Solomon R. Guggenheim Museum in New York since 2014.
There will be musical experiences and specially designed seating areas will offer a space to relax and foster a sense of community.
A new version of the first volume of Gucci Prospettive titled “Gucci Prospettive: Shanghai Ancora”, dedicated to Shanghai, will be displayed on interactive screens. Additionally, in Shanghai, Gucci will occupy a street throughout the district with building facades, local shops, cafes and bookstores displaying the Rosso Ancora color.
Kiosks and interactive screens will feature the volume “Gucci Prospettive 1: Milano Ancora”. Prospettive publications will accompany each of the Gucci collections. Stefano Collicelli Cagol, director of the Luigi Pecci Center for Contemporary Art in Prato and former curator of the Rome Quadrennial, interpreted the vision of the first chapter, a love letter to Milan, he reported.
In Hong Kong, the K11 Musea Promenade will set the stage for the presentation of the collection along with an exhibition of linguistic artworks again by artist poet and IA researcher Stiles.
During February and March, Gucci Ancora will land in Taipei, Seoul and Tokyo with events open to the public. Local activations will take place in major cities across Europe, America and South Asia Pacific.