Window shoppers should know what to expect when peering into Gucci shop window displays. On the 11th of September, the Italian luxury brand Gucci unveiled the window- design concept that will showcase its new creative director Alessandro Michele’s 2016 Cruise collections for women and men in stores worldwide.
The Herbarium rose print motif is the inspiration for the new window displays, as they also feature in Michele’s 2016 Cruise runway show for women. Each window becomes a mise-en-scène comprising floors, walls, chairs and a tailor’s dummy all covered in this pattern. Chairs protrude horizontally from the back wall or are fixed upside down to the ceiling. The effect is one of an optical dreamscape – surreal and disruptive, where our sense of scale and gravity is distorted.
A hero chair in each window features a hand-embroidered motif: a serpent for women’s windows and a tiger for men’s. The women’s windows feature the Herbarium rose pattern in cerise, while the men’s is in emerald green.
Accessories will be displayed on the chairs and ready-to-wear will be showcased on the tailor’s busts. The blanket use of the Herbarium print not only exaggerates the optical illusion, but also serves to highlight the products by forming a uniform backdrop.
The Gucci’s Cruise 2016 Advertising Campaign was shot by Glen Luchford in Florence at the Montespertoli, Firenze. Alessandro Michele himself is the creative director of this campaign. Chris Simmonds is the Art Director, and the Stylist is Jane How.
Tag : Gucci, Alessandro Michele, cruise collection, Herbarium Rose