Gucci has recently launched an innovative campaign in a form of exhibition that offers a new and exciting way to experience art online. Entitled "Gucci 4 Rooms", the exhibition invites people to see artworks from four contemporary artists by browsing through the special microsite: www.gucci4rooms.gucci.com.
The website features artworks from three innovative Japanese artists, Chiharu Shiota, Mr., Daito Manabe, and the Brooklyn-based artist Trouble Andrew. Each artist has been asked by Gucci's Creative Director Alessandro Michele to conceive a different Gucci room based around motifs and themes that Michele has introduced to the brand.
Visitors to the website can explore the rooms and interact with them as if in a computer game. The Gucci Herbarium Room by Chiharu Shiota, for example, uses the Gucci pattern of the same name as inspiration, while the Gucci Words Room by Daito Manabe makes use of the lexicon that the Creative Director has created.
The third room, by Mr., is called the Gucci Garden Room and features animals and plants from Gucci's pool of garden imagery. Trouble Andrew, with whom Gucci has collaborated on various collections, beginning with its autumn/winter 2016-2017 runway collection, has also contributed by developing a secret art installation.
The installation by Trouble Andrew is accessible only to those who manage to find specific elements hiding in the other three rooms, which unlock this secret space. Each room houses items from Gucci's autumn/winter 2016-2017 collection, jewellery from the cruise 2017 collection, plus additional limited-edition pieces that are exclusively available in Japan online or in-store.
Michele and his artistic vision indeed have been grabbing everyone's attention in today's fashion world. He has created several breakthroughs with Gucci, and "Gucci 4 Rooms" as his latest brainchild is another example of an unconventional project, blending Japanese and Italian creativity.
The exhibition is also taken offline as a way of bringing these imaginary spaces to life. The physical spaces of the artworks are presented in Tokyo and will be open to the public until November 27.
The three rooms conceived by the Japanese artists are replicated at Gucci Ginza on the seventh floor. Meanwhile, Trouble Andrew's artworks are replicated in the Elephant Room at Dover Street Market Ginza.
Overall, "Gucci 4 Rooms" aims to facilitate a new cultural experience, allowing visitors to immerse themselves in an adventure that sees the meeting of art and fashion, digital and analogue, virtual and real.
Photo credit: Gucci