US – The Italian luxury megabrand hash opened the Gucci Salon in Los Angeles, a lavish retail haven geared towards select VICs.
Gucci’s new retail space takes luxury stores to the next level with an experimental boutique imagined like a salon and only accessible by appointment to a small subset of top clients who will enjoy the ‘true one-off’ transformative and creative space. In the Gucci Salon, VICs will experience bespoke service and access limited editions of apparel, footwear, accessories and jewellery.
The next-gen store occupies a vine-covered building on the prestigious Melrose Place. It celebrates the local culture of Hollywood, with more locations around the world to be announced this year. ‘Disrupting the conventional language and experience of a boutique, each Salon proposes a personal universe, offering intimacy and discretion, for clientele invited by appointment,’ Gucci said in a statement. ‘It is a space for creative conversation, for exploration and indulgence.’
Gucci’s re-invention of the store as a guilded shopping haven taps into the Gated Retail microtrend, centred on exclusivity and immersive in-store experiences.
Strategic opportunity
Take cues from the Gucci Salon – its exclusive and bespoke shopping experience strengthens ties with top clients. It makes the brand more intimate for those on the inside and intriguing and aspirational to spectators
