Gucci are firm believers in both the physical and digital realms. They've been a pioneering force in the gamification of fashion, most recently teaming up with Xbox, whilst as Vault took the traditional concept store online. Gucci Circolo Shoreditch is the London pop-up space opened in October to mark the house's centenary. This month, the venue will enter its second phase as part of an on-going celebration of house codes, as Gucci's 'hacking' project with Balenciaga arrives in the city.
The immersive retail space has been inviting the public to explore Gucci clothing, one-off items and the books that inspire creative director Alessandro Michele over the past month. Now it's being taken over by The Hacker Project, the viral Gucci meets Balenciaga moment which was first unveiled in April 2021 as part of the Gucci Aria collection. Having previously explored the bootleg culture which is synonymous with luxury brands today in their Fake/Not capsule, Gucci turned to fellow Kering-owned house Balenciaga to illustrate just how iconic the two brands' identities really are. Creative director Alessandro Michele handed over the reigns to designer Demna Gvasalia for part of the collection, and together they presented the infamous Balenciaga knife boots reimagined in the GG canvas and signature Gvasalia skin-tight drapery was plastered with the Gucci red and green bicolour stripe. Visitors to the space on Chance Street in East London will be hoping to discover all this and more, such as the sell-out Balenciaga 'Triple S' sneaker in the Gucci flora print, and sparkling silver skirt suit where both brands' logos are seen as one.
Visitors are invited to enter the camera-filled runway from the Aria show in an immersive experience, perfect for the IG generation, before heading upstairs to the café which offers views of the city. Don't miss the Gucci music hub- with walls lined with vinyl records selected by the brand's nearest and dearest, from Florence Welch to Lana Del Rey, Gucci Circolo Shoreditch continues to offer a unique entry point into the brand's eclectic world.
This new phase for Gucci Cirolo Shoreditch comes as the first in a four-part campaign for the project was revealed today on the brand's Instagram, as the brand continues 'exploring ideas of authenticity and appropriation within the fashion industry'.
The store will remain open in its current form until 5th December 2021 when it will enter its third and final phase.