“Gucci 100” pop-ups, collection, music playlist

If you’ve lived under a rock, you probably missed the news that Gucci is turning 100 this year. How else could you have missed the provocative campaign, the archive store, the surprise game collaborations (Roblox, 100 Thieves), the NFT, Gucciaga ?!

It’s time to get out from under that rock and visit the local Gucci store, as the luxury house hits the road for a world tour as part of its centenary. And if you can’t do that, no worries: Gucci is also appearing online with a fully rendered 3D space that will live on Gucci’s website and app.

The “Gucci 100” pop-ups are entirely devoted to music. Remember, the Gucciaga “hacking lab” show was composed by Lil Pump, Rick Ross and Bhad Bhabie, songs selected primarily for their Gucci-related titles and lyrics.

Creative Director Alessandro Michele knows how important music is to Gucci’s history. The house’s pop culture dominance is the envy of its peers – among them, who else can claim their name is synonymous with “good”?

Michele leverages this organic cultural supremacy in a series of experiential events held in Gucci stores and spaces deeply respectful of Gucci’s historic appeal.

Example: the words of Eric B. and Rakim which adorn a large part of the Gucci 100 collection.

A brief verse from the duo “The R” – “The Music is Mine / Gucci Reclining Seats” – is sewn, patched and woven into sweaters, shirts, coats, bags and hats. That’s only part of the equation though: because it’s Gucci, the collection is packed with wacky floral prints, green and red stripes, monograms and plenty of branding.

It’s as cacophonous as the rooms that will play Gucci tunes when visitors arrive at the pop-ups. Whether visiting physically or digitally, shoppers will be greeted by flashing LEDs or reflective floors and a spinning prize wheel that rewards players with a different Guccified song.

“Gucci 100” pop-ups will arrive in New York’s Saks 5th Avenue and Meatpacking neighborhoods, Miami’s Design District, South Coast Plaza in California and at Holt Renfrew Vancouver, as well as events in Gucci stores from Houston, Beverly Hills, Chicago, Atlanta, San Francisco and Toronto in early October.


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