Holiday season it’s here and GUCCI’S Gift Giving selection covers many categories (handbags, jewelry, shoes, T-shirts, porcelain, children’s fashion, etc.) perfect for all tastes and ages.
Special interactive content will be available on the Gucci app, such as filters to use to personalize photos, digital greeting cards to customize and send, an interactive digital version of the Gift Giving book, as well as software capable of animating Gucci windows when customers scan the sticker stuck on the glass. In addition, the gucci.com homepage will be temporarily dedicated to the promotion of the campaign, and the Gucci Art Walls of Milan and New York will present unpublished illustrations dedicated to the new glasses of the House.
Showcase facilities will display Gucci’s Gift Giving products in a surprising and imaginative way. The temples – giant cupboards with eccentric decoration – present a text extracted from the “Triumph of Bacchus and Ariadne”, famous Renaissance poem signed Laurent de Medici. Yellow mannequins turn on themselves like figurines on a big clock, while a complementary yellow decor with wood paneled walls and hand-brushed parquet contains all this staging radiates a spellbinding warmth.
The spotlight from the campaign is a book that presents the entire series of digital works created by the Spanish artist Ignasi Monreal. With a narrative in reference to the myth of the fall of Icarus, this catalog includes works that incorporate the products of Gucci’s Gift Giving selection: bags-belts encircle an antique statue, small leather items make up contemporary interpretations of Renaissance still lifes, a royal snake wraps around a girl’s legs in boots, two kittens with sunglasses emerge from a Gucci mug covered with green Herbarium print, the chain shoulder bags are suspended on a road sign.
The Spanish artist had already collaborated with the House for the #guccigram project in 2015. His work was also printed on T-shirts presented at the Cruise Collection 2018, for which a special line of T-shirts and Sweatshirts with the effigy of the original works of Monreal was conceived.
In September, Monreal was invited to decorate the Gucci Art Walls in Milan and New York for the launch of the new Gucci Bloom fragrance. He will resume this role of street artist by illustrating these two walls again to promote the Gift Giving campaign of the holiday season.