This week I discovered the Gucci, Wooster Street, Flagship store, and I LOVE IT! Everything from heels to hair clips, sunnies to sliders; this store does it all and more.
Having never been myself, this week I learnt all about this incredible destination I'll be visiting in January. Alessandro Michele, creative director of Gucci since 2015 has redefined the brand as a 'luxury fashion fun house' As you can see this 'community store' has covered everything the brand is about, right down to the lighting, designed to make you feel like you're walking the catwalk. I know personally these types of stores can be quite intimidating if you can't afford to actually shop there, as sales assistants and other customers can be perceived as quite pushy or judgmental. However in this 'community store' the sales team are all known as 'Connecters' and all come from different walks of life bringing many different experiences and conversation points to the table. With absolutely no sales experience brings a completely different attitude to the store. The 'Connecters' are more interested in talking and getting to know you so they can give you a better tour of the store if you're interested.
Gucci has decided to take it that step further, they've not only got their entire collection on display, but on top of this their very own book store and cinema selling Gucci and fashion related reads. A total of nearly 2,000 titles curatd by Dashwood Books. The comfy sofas are the perfect place to curl up and lose yourself or sit and browse. On top of this the bookstore section is also host to book signings for neighbours and friends bringing constant foot fall to the shop.
In the lead up to this game changing 'community store' Gucci released several forms of publicity not only for their brand but also highlighting the location of Soho, New York City. Above is a screenshot of the promotional video called 'The Directors Cut' created to show the Gucci show staged in a street in Soho. The models appear to come from the street and walking straight into then show the back out on their way. The concept went down exceptionally well and not only attracted a lot of attention to the ready to wear nature of the collection, but also their new store and where it will be. Film such as this alongside the Frieze Festival cuts are what's shown in store in the cinema area, yet again publicising not only them but also who they link with and sponsor etc.
Something else Gucci did to attract attention to the fact it's Soho is reissue this edition of Interview magazine, but with the entire thing full of Gucci campaigns, interviews about local people, brands and events as well as using art work and models famous for being from Soho. This incredibly simple yet infinitely effective outcome uses the idea of print in a completely unique way and creates an outcome that can not only be used as publicity but also becomes a collectors item.
Dj, producer and songwriter John "Jellybean" Benitez has taken up a music residency at the Gucci Wooster Street store, curating a playlist that not only brings the space to life with music from today but also recalls his 'Fun House residency' in the 80s. On top of this John talks to friend and esteemed author and journalist Nelson George about the past, present and future of Soho, exclusively available on Gucci's Podcast channel and subtly bringing attention yet again to their newest globally renown store.
Finally the publicity event of the year, the Met Gala. Now it's no mistake that in the year of the Gucci 'Community store' launch in Soho, New York Gucci not only sponsors the Met Gala but also has the theme of Camp. Now it might not be obvious at first but all these links create one hell of a buzz.
In my opinion Gucci have nailed it with this one, and is one of the most influential and unique brands as far as publicity and innovation is concerned.
St.
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