November 14, 2019: You know how we put a pin on the map – for destinations we have traveled or want to travel in the future? With the same inspiration, Gucci announced a series of temporary stores named Gucci Pin, inspired by the pins seen on interactive digital maps, which will launch in different waves during the upcoming year.
The Gucci Pins will engage with shoppers in cities over the world. The stores will be revealed throughout the seasons in diverse iterations and in major locations such as Paris, Seoul and Hong Kong as well as cities which don’t have a Gucci store.
For every Gucci Pin location, an accompanying immersive digital interactive activation will further enhance the experience, including new innovations in AR technology explored for some stores in 2020.
Gucci-personalized pins, featuring the patterns of the themed stores, will appear on Google Maps in some countries to further highlight the location. Additionally, a special section on the Gucci App will immerse the user in a unique digital experience, with AR and filters planned for Snapchat and Instagram, allowing users on different digital platforms to experiment with Gucci Pin themes.
The first Gucci Pin stores, dedicated to the 2019 Gift Giving collection, celebrate the famed Flora pattern marrying it with the Ophidia, one of the House’s beloved lines of handbags, distinguished by the GG motif and the Web stripe. Interestingly, the floral design was hand drawn by illustrator Vittorio Accornero in 1966 for a silk scarf, a one-of-a-kind gift for Princess Grace Kelly. Inside Gucci Pin Gift Giving locations are a lineup of women’s ready-to-wear, shoes and accessories – featuring women’s bags in differing silhouettes including a new jewelry case, small leather goods such as wallets and card holders crafted in GG motif printed with the flowers and insects of Flora, in brilliant colors, and trimmed with red, yellow or white leather.
Gucci Pin Gift Giving will open in five locations beginning with Hong Kong Canton, leading on to Fukuoka Iwataya in Japan, Seognam Hyundai Pangyo in Korea, Denver Cherry Creek Shopping Center in the US, and Paris Galeries Lafayette, France.
In early 2020, the next wave of Gucci Pins will celebrate Chinese New Year. For the Gucci Pin Mickey Mouse, the Disney character is printed on a collection of ready to wear, shoes and accessories, crafted from GG motif. The Gucci Pin Mickey Mouse locations will feature a baggage carousel style conveyor belt built into their structures. Gucci Pin GG Psychedelic stores will open between late January and March 2020, and will be dedicated to luggage, accessories and ready-to-wear with the all-over multicolour GG and stars motif.
