Gucci launches an immersive collaborative art project: Gucci 4 Rooms
by Adriano Batista
Gucci garden Room by Mr.
Channelling the new aesthetic introduced by Creative Director Alessandro Michele, Gucci is pleased to announce the launch of an unconventional project in which four artists are invited to create virtual and real spaces that express the eclectic and inventive spirit of the House. In a break with convention, Gucci will launch the initiative first digitally and then offline – entitled Gucci 4 Rooms, the artist collaborations will appear online from 11h October, and then as real spaces in Tokyo from 12th October.
Gucci Herbarium Room by Chiharu Shiota
Alessandro Michele has chosen three innovative Japanese artists and invited them to work with him on Gucci 4 Rooms. Chiharu Shiota, Daito Manabe and Mr. have each been asked to conceive a different Gucci room based around motifs and themes that Alessandro Michele has introduced to the House. The Gucci Herbarium Room by Chiharu Shiota uses the House pattern of that name as inspiration, while the Gucci Words Room by Daito Manabe makes use of the lexicon that the Creative Director has created. The third room, by Mr., is called the Gucci Garden Room and features animals and plants from Gucci’s pool of garden imagery.
A fourth collaborator, Trouble Andrew, with whom Gucci has collaborated on various collections, beginning with its Fall/Winter 2016-17 runway collection, has also contributed, by developing a secret art installation.
Gucci Words Room by Daito Manabe
The rooms created by the artists will open their doors on a special microsite: gucci4rooms.gucci.com. Visitors can explore the rooms and interact with them as in a computer game. The installation by Trouble Andrew is accessible only to those who manage to find specific elements hiding in the other three rooms, which unlock this secret space. Each room houses items from Gucci’s FW16 collection, jewellery from the cruise 2017 collection, plus additional limited-edition pieces that are exclusively available in Japan online or in store. Following its practise of wherever possible integrating a benefit to customers with its cultural and conceptual activities, Gucci will ensure that consumers visiting the site from Japan will be able to purchase these products from gucci.com.
Secret room by Trouble Andrew GucciGhost
Then, as a way of bringing these imaginary spaces to life, from 12th October the three rooms conceived by the Japanese artists will be replicated at Gucci Ginza on the seventh floor. Meanwhile, Trouble Andrew has been commissioned to create an artwork in the Elephant Room at Dover Street Market Ginza.
Gucci 4 Rooms will facilitate a new and unconventional cultural experience, allowing visitors not only to explore different imaginary worlds that realise the fusion of the Japanese and Italian spirit, but also an opportunity to immerse themselves in an adventure that sees the meeting of art and fashion, digital and analogue, virtual and real.
GUCCI 4 ROOMS
Open to the public, free entrance
Date: Wednesday, 12th October to Sunday, 27th November
Venues: Gucci Ginza seventh floor and Dover Street Market Ginza
Elephant Room at Dover Street Market: from Wednesday, 12th October to Monday, 24th October.
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