The Gucci "Do It Yourself" campaign

MILAN – Gucci has introduced a customization program debuting on Thursday both at and at the brand’s new Gucci Wooster space in New York’s SoHo district.

The new “Do It Yourself” personalization service enables customers to put their touch on the Ophidia tote bag and on the Ace sneakers through an innovative tool combining 3-D computer-generated imagery and real product photography.

For the customization program, Gucci developed a set of patches in the shape of the alphabet’s letters in a rounded font, available in several materials, including leather, crocodile, python and felt.

Gucci "Do It Yourself" customization program

Gucci “Do It Yourself” customization program.  Courtesy Photo

Along with introducing a online customization tool, the brand developed an in-store app utilizing augmented reality. The app, which made its debut at Gucci Wooster but will be introduced in other Gucci stores beginning in September, enables customers to point an iPad or an iPhone’s camera at a real product available in store, customize this item and see it a real-world setting.

To support the launch of the “Do It Yourself” initiative, Gucci introduced photo and video campaign featuring a character daydreaming to be a rock star, which was shot and directed by Petra Collins.