New at Gucci: The Gucci Places Project

We have some major news for our Gucci gals out there: the Florentine house has just announced the debut of a new project titled “Gucci Places” that combines history, technology, travel, and new bags.

Photo courtesy: Grazia Daily // Gucci

Photo courtesy: Grazia Daily // Gucci

Gucci Places invites fans to explore locales that have inspired Alessandro Michele, the creative director who has singlehandedly revitalized the brand and made Gucci one of the most successful luxury houses in the world. (Read: Gucci: The Most Improved Player of the Year?) The project is especially fitting, since Michele is known for his historical approach to modern fashion!

Gucci is compiling these locations on a page of the brand’s app with the goal of involving fans in the story of each place. When fans travel to one of these locations, they can then “check in” on the app to win the badge associated with the place, as well as have the opportunity to win Gucci goodies. Checking in also allows fans to access exclusive content on the venue, including pictures, videos, and event announcements.

Chatsworth House. Photo courtesy: John Dalkin

Chatsworth House. Photo courtesy: John Dalkin

The first location to be unveiled is Chatsworth House, the English country estate in Derbyshire, where Gucci is currently supporting a clothing exhibition titled “House Style,” curated by Hamish Bowles, International Editor-at-Large at American Vogue. Chatsworth was also the location of Gucci’s 2017 Cruise campaign, which starred British actress Vanessa Redgrave. (You may recognize the stately home from movies such as The Duchess and Pride and Prejudice!)

Ultimately, the plan is to forge a network of locations that encourages Gucci fans to better understand the brand and its sources of inspiration. Gucci Places seeks to create a sense of community and give the customer a unique experience—a tactic that’s highly valuable in today’s luxury market. (Read: Luxury in the Age of Millennials)

Inside "House Style." Photo courtesy: Antonio Salgado/WWD

Inside “House Style.” Photo courtesy: Antonio Salgado/WWD

Those of you who love keeping your eyes out for new Gucci goods will be most excited by this aspect of the project: a small new collection based on Gucci’s Courrier collection will be released with the addition of each location, and the goods will be finished with an exclusive patch inspired by their respective location. The customized selection of products corresponding to Chatsworth, for example, will be available at the historic site and at Gucci’s store in London’s Sloane Street starting in mid-July. Take a peek at a few of the first pictures from the collection:

Photo courtesy: HYPEBEAST

Photo courtesy: HYPEBEAST

Photo courtesy: HYPEBEAST

Photo courtesy: HYPEBEAST

Photo courtesy: HYPEBEAST

Photo courtesy: HYPEBEAST

Photo courtesy: HYPEBEAST

Photo courtesy: HYPEBEAST

Over time, Gucci will add more destinations to the app, unveiling new bags with specialized patches along the way. This news comes after Gucci recently launched e-commerce in China, and it aligns with Gucci’s reputation as a brand that has successfully tapped into the millennial market, receiving the coveted title of #1 most digitally-savvy brand of 2016. Gucci’s been “on the rise” for a while now, and it’s hard to imagine the brand under Michele slowing down anytime soon.

What do you think of Gucci Places? Do you think you’d visit any of the places yourself, or are you eyeing any of the bags and accessories? Do you think that Gucci’s willingness to embrace technology and new brand experiences will ensure their success in the future? Let us know on BopTalk!

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