Gucci Launches Transparency Campaign With Its Artisan Corners
The legendary brand brings its expert craftsmanship across the world to special retail events.
Gucci celebrates its 90-year anniversary by setting up a pop-up workshop around the world as part of its new marketing campaign. Dubbed The Artisan Corner, the retail campaign transports the craftsmanship of Gucci’s Florentine leather goods factory directly to a Gucci store. So far, the event has traveled the globe, including Japan, the U.S. and Europe. Most recently, Gucci flew in artisans to both Mumbai and New Delhi to give fans a demo of how they hand-make Gucci’s iconic bags. Videos, mood boards, and sketches provide enthusiasts with fascinating insights into the development of the products as they evolve from the drawing board to a finished product.
The Artisan Corner display also includes custom work tables, a sewing machine, a leather stand, and metal tools. Artisans hand-stitch handles, assemble bamboo handles, prepare leather strips for woven stitching and hand emboss customer’s initials during the events.