Last week, both in Tokyo and via the world wide web, Gucci launched a somewhat unexpected interactive project, entitled Gucci 4 Rooms. The installation was the collaborative work of both Alessandro Michele and his team and four outside artists, coming together to design virtual and real spaces that captured the ‘eclectic and inventive spirit’ of the brand. Artists Chiharu Shiota, Daito Manabe and Mr. all created rooms inspired by Gucci’s motifs and themes, the house pattern and the animal and plant imagery that has been dominating Gucci’s prints for the last few seasons.
The fourth artist, Trouble Andrew, is a familiar collaborative face to Gucci, having splashed his infamous ‘Gucci Ghost’ graffiti all over Michele’s AW16 show earlier this year. Andrew for the Gucci 4 Rooms project developed a secret installation, creating artwork to fill the Elephant Room at Dover Street Ginza. Andrew’s room however is only accessible online to those who manage to find specific elements hiding in the other three rooms, which will then unlock this secret space. The other 3 rooms contain items from Gucci’s AW16 collection, jewellery from the Cruise 2017 collection, as well as limited-edition pieces which are exclusively available to buy within the installation and online for consumers visiting from Japan (a part of Gucci’s ongoing efforts to benefit the customer bases of its cultural and conceptual activities).
See snippets of the rooms below and visit www.gucci4rooms.gucci.com to get the full experience if you can’t pop along to Tokyo anytime soon.