Blossoming flowers, playful animals, and colourful patterns create the rich visual setting for Gucci’s new and unconventional art experience, Gucci 4 Rooms.
The luxury fashion label has launched an eccentric project involving four talented artists who have been invited to create virtual and real spaces that celebrate the eclectic spirit of Gucci. Online users can explore and interact with each artist’s room as if they are using a computer game. Meanwhile, the same four rooms conceived digitally will be replicated on the seventh floor of Gucci Ginza, which occupies Tokyo’s most exclusive shopping district.
The Gucci Garden Room by Mr. features animal and plant motifs. Image courtesy of Gucci © 2016 Mr./Kaikai Kiki Co., Ltd
Creative director Alessandro Michele personally selected the four innovative artists that worked with him on Gucci 4 Rooms. Chiharu Shiota, Daito Manabe and Mr. were each asked to conceive a different Gucci room and imaginary world, using motifs and themes Michele has introduced to the brand since his appointment in June 2015.
The Gucci Words Room by Daito Manabe makes use of the fashion label’s lexicon. Image courtesy of Gucci
A fourth collaborator, Trouble Andrew, with whom Gucci has collaborated on various collections, has also developed a secret art installation. Items from Gucci’s autumn/winter16 collection, as well as jewellery from the cruise 2017 collection, are hidden in the other three rooms. Online, Trouble Andrew’s installation is accessible only to those who manage to find these specific garments, which together unlock the secret space.
The Gucci Herbarium Room by Chiharu Shiota uses the brand’s iconic pattern. Image courtesy of Gucci
Gucci 4 Rooms can be accessed online on gucci4rooms.gucci.com, and is open to the public in Tokyo until November 27
