- Kristopher Fraser
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Gucci has announced its third wave of Gucci Pin, the series of ephemeral
stores inspired by the pins seen on interactive digital maps. This follows
the two previous chapters, with the pins launched respectively in November
2019 and January 2020 and designed to showcase the 2019 Gift Giving and the
Lunar New Year collections.
Gucci Pins are connecting and engaging with clients in cities all over the
world and their surrounding communities. The initiative lands now in
Chicago, where a Gucci-personalized pin will appear on Google Maps.
The Chicago GG Psychedelic Gucci Pin is dedicated to the debuting eponymous
collection, which is all about color, energy, impact and a dreamlike
spirit. For this, Gucci’s creative director Alessandro Michele has taken
the GG logo and playfully reinterpreted it with a streetwear attitude
through the addition of a multicolor stars motif to create a thoroughly
contemporary and distinctive pattern and applied to different pieces
including men’s and women’s ready-to-wear, handbags, luggage, shoes, small
leather goods, accessories and a watch, and inspires a range of fine
jewelry. The Chicago GG Psychedelic Gucci Pin is also home to an exclusive
printed basketball in celebration of NBA All Star Weekend.
The approach channels the spirit of ‘70s psychedelia, which played with
visual distortion, surreal imagery and wide color spectrums. Coherently,
the Chicago GG Psychedelic Gucci Pin creates a dreamscape of nocturnal
refractions and reflections, taking us into a fantastical night club where
visitors are welcome to join the party.
The release of the GG Psychedelic Collection is accompanied with images by
photographer Jordan Hemingway. Set in a cloakroom – the magical scene of
metamorphosis – and then moving to the dance floor, the images are infused
with the reflected light from mirror balls. As the night-loving creatures
mingle and dance, the spinning ball picks up pace and hypnotises,
eventually playfully absorbing the clubbers into a surreal space with giant
mirrored walls.
photos: courtesy of Gucci
