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Gucci Gets Creative Adding iPod to Opening

At Gucci, the music and fashion axis will now spin on technology, as well.

MILAN — At Gucci, the music and fashion axis will now spin on technology, as well.

To fete the opening of its eight-story flagship in Tokyo on Nov. 1, Gucci will host a performance by Mary J. Blige the following night and present a fifth-generation iPod etched with the Gucci logo and cradled inside a silver La Pelle Guccissima holder.

The link between Apple and Gucci for the iPod is for the Tokyo event only.

On Nov. 2, during a dinner at the Tokyo Harumi Boat Terminal hosted by Gucci chief executive officer Mark Lee and creative director Frida Giannini for some 1,000 guests, Gucci will distribute 1,100 iPods with logos to guests and press that will serve as high-tech luxury press kits. “This is a breakthrough experience we are providing to the press and VIP customers for our Ginza opening and reinforces the commitment to creativity and innovation we have at Gucci,” said Lee.

Saved in the memory of the 30 gigabyte iPod will be a press release about the store’s opening in Ginza; a virtual mini movie that will show work in progress on the Ginza outpost; images from the men’s and women’s spring-summer 2007 shows, and images of special accessories designed by Giannini for the store unveiling. Also, thanks to a special card, the iPod holders will be able to download custom-made playlists by Giannini and Mary J. Blige.

This story first appeared in the October 25, 2006 issue of WWD.  Subscribe Today.