Tokyo – Gucci has collaborated with four artists on an experience that celebrates the new direction of the house.
Gucci 4 Rooms continues creative director Alessandro Michele's transformation of Gucci from a stuffy Italian luxury house to a playful and culturally relevant brand.
Michele reached out to three Japanese contemporary artists, Chiharu Shiota, Mr, Daito Manabe and New York graffiti artist Trouble Andrew to use the themes and motifs that he has introduced into the brand, such as blossoming flowers and bold prints, to create a room. The Gucci Herbarium Room by Shiota takes inspiration from the print of the same name created by the house while Mr’s Garden Room mixes the artist’s love of manga with Gucci’s animals, insect and plant motifs. Each has Gucci products dotted throughout the space.
For those who cannot visit the rooms at Gucci’s Ginza store, there is an online version where visitors can explore the rooms, and in a video game twist, capture Gucci Ghosts in order to unlock the last room created by Trouble Andrew, who came to fame by spray-painting his stylised version of the Gucci logo in New York.
The online and offline elements of Gucci 4 Rooms celebrate the spirit of the brand over the products. For more on luxury houses bringing their brands to life, see our Louis Vuitton Series 3 Activate.