Surprise! Gucci is launching yet another digital-centric project. Dubbed "Gucci Places," the brand's latest effort is essentially a fashion scavenger hunt that celebrates the locations that inspire its creative director Alessandro Michele and are important to the brand’s heritage.
Through the Gucci app, users will receive push notifications when they are close to a Gucci place. Customers are then able to check in and collect the badge attached to each location. It's basically Pokémon Go, only chic. And potentially expensive, given that it seems like the "places" will be all over the world. Time to cash in those frequent flyer miles!
“The idea is to encourage people to discover interesting and unexpected stories and particulars about these places, and so become part of a community, sharing in the House’s enthusiasm for this eclectic collection of locations,” said a press release. Naturally, the brand will launch products that correspond to the "places" and the game.
The very first Gucci place to be released is Chatsworth in Derbyshire, England, where the the brand currently hosts an exhibition of clothing and memorabilia called House Style curated by Vogue’s Hamish Bowles, and which served as location for the Cruise 2017 ad campaign.
Aside from collecting badges, users will also be able to explore the places via photographs, texts, and video through the app, as well as events.
Recently, Gucci has delved with an array of ventures explore everything from meme culture and Snapchat to home décor, and now the brand has also announced a variety of products linked to Gucci Places that will be unveiled later this year. But, for now, a selection of products based on Gucci’s Courier collection was created to commemorate the Chatsworth collaboration featuring Chatsworth and Gucci Places patches.
One can only guess some future places will include Florence’s Palazzo Pitti, where the brand hosted its Resort 2018 show last May, or spots in Michele's native Rome. One thing’s for sure: Gucci's love affair with Internet culture is far from over.