Gucci is pleased to announce a new artistic initiative at the launch of Gucci Bloom, the first fragrance imagined by the new creative direction of the House. To mark this launch, Gucci presents a new Art Wall project in New York and Milan.
As part of a special partnership between Gucci and Ignasi Monreal, the Spanish artist created two unique art installations reflecting his vision of Gucci Bloom’s urban garden concept. The works feature a giant interpretation of the pink flask of the Gucci Bloom fragrance and Herbarium box, as well as key ingredients of the fragrance in a painting that echoes Dutch vanities, a kind of still life dating back to the 17th century.
To accompany the project, Gucci launches a special edition of the Gucci App application with a section dedicated to Gucci Bloom. This will include a photo filter and software allowing users to “read” the wall to access other content about the fragrance. In addition, Gucci has activated an animated Snapchat filter that will be available in the United States during the unveiling of the New York Wall, which will coincide with Fashion Week.
The Gucci Bloom Art Walls will be on display until the end of November.