Gucci innovates with a new immersive window concept

Retail

Gucci Endless Narratives window concept. Credits: Gucci.

Gucci unveiled a new window display concept this week that aims to recall its position as a brand that is both patrimonial and innovative. The project, called Endless Narratives, will take place in several of the label's boutiques around the world and will evolve with the collections.

The Kering group label describes its immersive concept as "a journey into the heart of a cultural kaleidoscope, where books, artifacts and treasures converge across time, from the past to the present and towards the future". The scenography features a play on lights and mirrors, where books, miniature statuettes and replicas of Gucci archives are presented to the visitor on mirrored shelves to remind them of the extent of Gucci's heritage. This new approach to retail presentation makes the windows more dynamic and engages the visitor in a cultural dialogue.

For this project linking culture and merchandising, Gucci involved the Italian artist Luca Pignatelli – whose works have been presented in numerous prestigious exhibitions and collections – who brings a limited edition of 80 works to better intertwine the retail project in an artistic dimension.

In a press release, the brand specifies that Pignatelli's works are created using sugar-lift and collage techniques, transforming ordinary materials into objects loaded with meaning.

At a time when the brand is experiencing a decline in its financial results, the Endless Narratives concept aims to reiterate Gucci’s place in the competitive luxury landscape as an innovative, heritage brand. It also infuses Gucci’s storytelling with a certain poetry that perhaps seemed to have been abandoned following the departure of its former creative director, Alessandro Michele, known for his maximalist and eclectic aesthetic.

Above all, however, Endless Narratives is Gucci's response to the desires of the contemporary consumer who, tired of trends, wants brands to behave like artists or creative visionaries capable of immersing them in a rich, timeless and living culture.

This article originally appeared on FashionUnited.FR. It was translated to English using AI and edited by Rachel Douglass..

Gucci