Gucci 4 Rooms Mixes the Virtual with Reality
Since Alessandro Michele took over at Gucci as its new creative lead over the last 18 months or so, he's continuously dabbled in exploring the relationship fashion and art bear, working with symbols and icons that are frequently used by both industries to create new products as well as non-commercial projects aimed at bringing out the Gucci name.
More recently, digital art experiences and social media have come into play, more often as add-ons to ongoing projects but the latest, Gucci 4 Rooms, is an immersive experience that started from the digital experience and has been translated into an on-site exhibition currently set up at the Gucci Ginza store until 27 November.
Mr Michele selected four artists, three from Japan and one regular collaborator, Trouble Andrew to work on this. The three Japanese artists each designed a different concept and design based on the motifs that have been introduced into Gucci in the last few seasons. Chiharu Shiota, an installation artist from Osaka based in Berlin, created a Herbarium, inspired by the motif with the same name. Daito Manabe created the Words Room, based on Michele's use of various phrases on Gucci's various products. Perhaps one of the most fun is by Mr., who used the Gucci Garden theme to great effect.
A fourth secret installation by Trouble Andrew will be made accessible to those who find a hidden detail in the previous three rooms. All these can be discovered on gucci4rooms.gucci.com.
Simultaneously, for shoppers to experience the project in real life, the rooms will be presented at the Gucci Ginza store on the seventh floor, while Trouble Andrew's artwork will be shown at the Elephant Room of the Dover Street Market. If you're in Tokyo, do check out the exhibition, which will showcase products from its current season as well as the cruise collection. Otherwise, discover the 4 Rooms online.