#TFWGucci meme by Alec Soth

Gucci is gearing up to present a digital project at the upcoming edition of international jewelry and watches trade show Baselword, kicking off on March 23.

Through the #TFWGucci, which stands for “That Feel When” or “That Feeling When,” program, Gucci encouraged international meme creators to generate memes featuring timepieces of the brand’s different lines, such as the “Le Marché des Merveilles” collection featuring the label’s iconic bee symbol.

Los Angeles-based artist Amanda Charchian, New York’s Olaf Breuning, Less, a photographer from South Korea, as well as Christto & Andrew, an artist duo from Qatar, are among the meme creators who participated to the project.

The different artworks have been collected in a microsite available at gucci.com/tfwgucci.


#TFWGucci meme by Christto and Andrew

#TFWGucci meme by Christto & Andrew  Courtesy Photo


This project reflects the company’s strategy, boosted by creative director Alessandro Michele, aimed at creating engagement and exchange with the community of creative minds operating in different fields around the globe.

#TFWGucci follows a range of other collaborative digital projects, including #GucciGram, where Gucci involved a range of international online illustrators and image-makers who created artworks showing the GG Blooms and Caleido prints.

Then, last July Gucci launched #24HourAce, a video project with a number of artists participating by taking over the brand’s Snapchat account for one hour. Throughout one day, artists from around the world posted content on Snapchat to illustrate and explain how they have collaborated with Gucci, inspired by the brand’s Ace sneaker. In particular, each participating artist was asked to make a short film of up to 60 seconds in length, using the Ace sneaker as the theme — the resulting videos were posted on Gucci’s Instagram account.

A strong supporter of upcoming artists, Gucci tapped San Francisco-based illustrator Jayde Fish to create the first paintings appearing on the large-scale mural, which the company installed on New York’s Lafayette Street, between Prince and Spring, last February. Debuting with Fish — who painted a woman on a sky-bound journey, looking through a telescope into the unknown — the 2,500-square-foot wall will host other collaborations throughout the year.

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