With Art On The Wall, Gucci Tries To Start A Riot

With Art On The Wall, Gucci Tries To Start A Riot
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Gucci's large-scale, Instagrammable murals, which pay homage to the student protests of 1968, are an analog approach with digital payoff

Piers Fawkes, PSFK
  • 14 may 2018

Gucci has some found some wind behind its sales and the luxury Italian brand seems to have begun to regain some of its cache. In PSFK’s Brand Innovation Tracker, it leads consumer perception of luxury brands beside Louis Vuitton. We’ve recently highlighted Gucci’s experimental approach to its stores—but it’s also taking the brand to the streets.

WWD reports that Gucci has unveiled a series of murals in New York, Milan, London and Hong Kong “which pays tribute to 1968’s student marches and riots that began in Paris in May that year and that would end up reverberating beyond the French borders.”

While this might seem a pretty analog approach, the number of photos shared on Instagram of a previous artwork on Lafayette Street demonstrates that this is approach definitely straddles digital and physical.

Gucci


Images: Courtesy of Delfino Sisto Legnani and Marco Cappelletti (Milan) | Chris Moran/Colossal Media (New York)

Gucci has some found some wind behind its sales and the luxury Italian brand seems to have begun to regain some of its cache. In PSFK’s Brand Innovation Tracker, it leads consumer perception of luxury brands beside Louis Vuitton. We’ve recently highlighted Gucci’s experimental approach to its stores—but it’s also taking the brand to the streets.

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