GUCCI GAOK

An homage to Itaewon’s cultural tradition and freedom,

the word ‘Gaok’ in Korean refers to the country’s traditional

house. Directly inspired by the concept, the GUCCI Gaok is located in Itaewon, where vibrance and diversity coexist. Korean traditional culture was embraced by GUCCI’s contemporary sentiment, which can be seen throughout the pop-style exterior and interior of the building. As the most culturally diverse place in the 1970’s ~ 80’s Seoul, Itaewon’s vibrant clubbing culture, people from all around the world, and trendsetting freedom are all represented within the GUCCI Gaok.

EDUCATING PHILOSOPHY OF THE BRAND

The first floor of the VIRTUAL POP-UP is a space where customers can experience COSMOGONIE’s philosophy. By clicking on the screens floating in the universe, they can see the images and videos of the collection, along with the docent audio guide.

PRODUCT DISPLAY & PURCHASING

VIRTUAL POP-UP’s 2nd and 3rd floor displayed COSMOGONIE collection products exactly as the actual GUCCI Gaok so that customers could see around and purchase the products.

HIDDEN GAME

When the customers move up to the 2nd or 3rd floor of the VIRTUAL POP-UP, they can play games related to the constellations. Through this method, customers stayed until the very end of the POP-UP and voluntarily voyaged through different products.

Once you enter the 2nd or 3rd floor and select your constellation, a pop-up window opens at the left side of the screen where you can fill in the constellation. The constellation can be completed as you click each star on the 2nd and 3rd floor spaces and view the different products. After viewing eight or more products, the constellation’s eight stars are completed, and the invitation to the secret room appears.

STORE VISITING RESERVATIONS & 

COLLECTING CUSTOMERS DATABASES

Once the customers finish the game, they are invited into a secret room. In this hidden room, customers can reserve a visit to the off-line store after typing in their personal information. This secret room perfectly resembles the GUCCI Gaok’s VIP room, and with this function the borderline between online and offline stores was blurred.