GUCCI COSMOGONIE

GUCCI COSMOGONIE VR POP-UP STORE that contains constellation-like reasoning

  GUCCI COSMOGONIE

   GUCCI COSMOGONIE VR POP-UP STORE

   that contains constellation-like reasoning

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By blurring the lines between online and offline spaces, we enable a special brand experience to 

Digital Native customers.

The world has shifted from offline stores to e-commerce. But what about luxury brands? Due to the high price, it is not easy for the customers to make a purchase online. In addition, customers want to experience the brand in person, along with the premium services. GUCCI Korea had to consider a new, interesting way to seize the attention of the Korean MZ Generation – who had the world’s largest purchasing power.

The actual GUCCI Korea’s flagship store was recreated in a fantastic virtual space. The COSMOGONIE collection, inspired by the constellation, was presented with a docent guide. As the collection was perfectly customized for online purchases, customers could visit GUCCI and view any products at 360 degrees, regardless of time and space. Also, after playing an interesting game, customers were invited to a hidden room where they could reserve a visit to the off-line GUCCI store along with a special gift.

CASTEL DEL MONTE

The COSMOGONIE collection was held at Castel Del Monte, a historic Medieval place where diverse culture, religion, and ethnicities blended in harmony. Alessandro Michele presented a narrative that connects different timelines and spaces- from past to present, from centuries of accumulated languages and geography.