Gucci announces the arrival of a brand new series of Gucci Pop-Up, the ephemeral stores providing a captivating shopping experience, dedicated to Gucci 100: the collection that pays tribute to the centennial of the Maison.

A century-long heritage prompts reflection on the staying power of the House and, through a contemporary lens, how profusely it contributed to the vocabulary of pop culture. A key theme within the Gucci 100 collection takes its cue from a number of songs that mention the brand. A selection of lyrics from these songs adorns ready-to-wear and accessories, at times together with the Gucci 100 logo, designed for the occasion, in a side-by-side tribute to past and present.

Showcasing the products in an immersive, dedicated environment which reflects Creative Director Alessandro Michele’s unconventional approach to luxury fashion, the initiative is aimed at connecting and engaging with clients over the world and their surrounding communities and debuts now in Harbour City, Hong Kong.

The Gucci 100 Pop-Up showcase the collection in a multi-dimensional environment defined by the juxtaposition of classic architectural details and visionary features like perimetral arches, LED and white reflective floors. Mirroring the collection itself, the Pop-Up celebrate the connection between past and present, made tangible through music. By spinning a wheel placed on the side of a cabinet, visitors are invited to discover the playlist of the handpicked songs from different decades – all namechecking Gucci.

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Speaking to Gucci’s experimental approach that places the Maison at the forefront of the dialogue between fashion and virtual reality, the Pop-Up concept will also be available online. By visiting the Gucci 100 Digital Pop-Up through the dedicated platform on gucci.com or on the Gucci App, users will have the possibility to explore a digital version of the space, entirely redesigned in 3D, and to engage with the offering and the music.

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