As Milan Design Week kicks off, Gucci opened its first temporary store for the Gucci Decor Collection in No.19 Santo Spirito Street, right at the heart of the city’s fashion district. The venue is dedicated to the furniture and ornaments featured in the Gucci Décor interior collection. Running until the end of June, the two-story unit presents wallpapers with Gucci’s classic patterns, restored antiques, decorated paneled doors, a paneled ceiling and a marble fireplace.
Upon the store opening, Gucci continues to mine the digital space in ways other houses have yet to emulate. This time, Gucci launched an app for Apple devices aimed at showing users around evocative and historical venues of Milan, where a Gucci Décor product will appear as a virtual oversized sculpture on screen, together with information on the piece and the place.
The 16 locations are listed on a small underground style map, printed on a leaflet that is distributed in Gucci’s stores all around Milan. Some of the pinned places include the Piazza del Duomo square, the Biblioteca Ambrosiana library and gallery, and the Milan Stock Exchange in piazza Affari.
The Gucci App’s augmented reality technology also allows customers to see what pieces from the Gucci Décor collection will look like in their own spaces. Users can select from a range of featured items on the Gucci Décor section of the App and then virtually place these products into their own personal environments in real time, bringing up the image on the screens of their mobile devices, and saving and sharing the image.
