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Photo: Photo Courtesy of Gucci

As a new art initiative to celebrate Gucci’s latest fragrance Gucci Bloom, the luxury fashion house has unveiled a new Art Wall project in New York and Milan. This is no usual launch since Gucci Bloom marks the brand’s first fragrance under Alessandro Michele’s genius creative direction.

The debut art project will make use of the 760-square meter wall on Lafayette Street in New York City’s SoHo neighbourhood and the 176 -square meter wall in Milan’s Largo la Foppa, in the district of Corso Garibaldi, which have become regular canvasses for Gucci’s collaborations with other artists throughout the years.

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Photo: Photo Courtesy of Gucci

Spanish artist Ignasi Monreal has been chosen to oversee the special partnership. The Spaniard has created two unique artwork installations depicting his interpretation of the Gucci Bloom urban garden concept. The designs featured a giant rendition of the pink Gucci Bloom fragrance bottle and its box-packaging adorned with the Herbarium pattern, as well as key ingredients of the fragrance, in a tableau that has echoes of the Dutch Vanitas genre of still-life painting of the 17th century.

Not stopping there, to enhance the project Gucci has launched a special addition to its app: a Gucci Bloom-dedicated section that will include a photo filter and software to enable users to 'read' the wall so that they can enjoy additional stories about the fragrance.

Meanwhile, in the US Gucci has activated a Snapchat lens to be available nationally during the reveal of the New York City wall, coinciding with this week’s New York Fashion Week. The Gucci Bloom Art Walls will be on display until the end of November, don’t miss it!

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Tags: Gucci, Fashion, New York, Milan, Art Wall Project, Gucci Bloom