Gucci has opened a store in the US which will be the first in the world to feature the new Gucci DIY assortment including lettering in a variety of fabric and color combinations on unisex luggage and Ace sneaker.
A digital interactive tool will be unveiled at the store allowing clients to view their customized products in real time through AR technology.
The store houses women’s and men’s ready-to-wear, jewelry, accessories, and décor.
The design concept of the store was conceived exclusively to maintain the integrity of the original framework. The restored brickwork, wooden floors, tin ceiling, and iconic columns highlight the intricate cast-iron architecture that characterizes SoHo. Three different hand-painted floor designs, executed by Italian artisans, introduce color and pattern, while original steel tiles speak to the neighborhood’s industrial history.
Bold colors of turmeric orange and burgundy vivify the interior and seating is covered in Gucci prints and fabric. Luggage carts, freestanding furniture with stone inlay and vintage pharmacy fixtures display products throughout the space. Reinforcing the industrial spirit of the building, custom brass fixtures frame the brick walls.
In addition to an interactive LED wall, the store also debuts 3D video display. These innovative screens feature glasses-free 3D technology and will immerse viewers into the realm of Gucci.
