View Slideshow

MILAN — Alessandro Michele’s latest brainchild, Gucci 4 Rooms, is launching this week and is billed as an unconventional experience blending Japanese and Italian creativity.

Gucci’s creative director asked four artists to create virtual and real spaces to express the spirit of the Italian luxury house. The project is being unveiled today online. The physical spaces are presented in Tokyo today and will be open to the public starting tomorrow and will remain on display until Nov. 27.

Michele reached out to Chiharu Shiota, Mr., Daito Manabe and Trouble Andrew, who also collaborated on Gucci’s fall collection. Each artist has been asked to conceive a different Gucci room based around motifs and themes that Michele has introduced to the brand. Shiota’s Gucci Herbarium Room presents the brand’s pattern of that name, while Manabe’s Gucci Words Room makes use of Michele’s lexicon. The third room, by Mr., is called the Gucci Garden Room and features animals and plants seen in Michele’s designs. Andrew is developing a secret art installation.

A special microsite,, will allow visitors to explore the rooms and interact with them as in a computer game. The installation by Trouble Andrew is accessible only to those who manage to find specific elements hiding in the other three rooms, which unlock this secret space.

Each room houses items from Gucci’s fall collection, jewelry from the 2017 cruise collection, as well as limited-edition pieces that are exclusively available in Japan online or in store.

Starting today, the three rooms conceived by the Japanese artists will be replicated at Gucci Ginza on the seventh floor. Also, Trouble Andrew has been commissioned to create an artwork in the Elephant Room at Dover Street Market Ginza, on display from Oct. 12 to Oct. 24.

Read more from this week’s WWD:

Elle’s Augmented Reality Experiment: Fad or Future of Media?

The New Frontier: Direct-to-Consumer Fragrances: Hawthorne for Men, Phlur, Pinrose and Commodity Goods are part of a direct-to-consumer fragrance category growing online.

Jessica Alba’s Honest Beauty Expands, Plans Canada Launch: The beauty brand is also looking to move into Western Europe and Australia.

Nordstrom Just Says No to Moschino Capsule Collection

They Are Wearing: Desert Trip Music Festival, Weekend One

Kendall Jenner and Rihanna Are Loving This Season’s Biggest Coat

Retail Employment Rises Across the Board: Specialty stores and department stored boosted payrolls in September.

load comments
blog comments powered by Disqus