MILAN — Gucci is setting up mini-theater installations at its stores in Beverly Hills and on New York’s Fifth Avenue from July 7 to 28.
Starting from the brand’s Le Marché des Merveilles collection of jewelry, characterized by a feline head motif, Gucci commissioned Thai illustrator Phannapast Taychamaythakool to create a book of imaginative fairy tales, based on three fairytales written by Aracha Cholitgu.
The tales form three chapters of a story about a “Wonder Factory” where animals create the line’s jewels.
Phannapast’s illustrations will form the scenes as in mini-theater sets in the stores. The jewelry collection will also be showcased in these installations presenting the entire range, which includes necklaces, bracelets, earrings, rings and hand accessories in 18-karat gold or sterling silver adorned with precious stones or colored enamels.