A new Gucci ArtWall celebrates the Gucci Mémoire d’une Odeur fragrance, the Italian house's first 'universal' fragrance, which 'transcends gender and time'. Blending Roman Chamomile and Indian Coral Jasmine to establish a new olfactive family, Mineral Aromatic, for this scent Creative Director Alessandro Michele was inspired by the relationship between smell and memories, and how olfactory evokes the past, bringing it into our present.
An accompanying campaign by Michele with photographer Glen Luchford presented an inclusive, genderless, and ageless community. The collective picnics, basking in golden sunlight in a wild field by an old ruin, led by British singer, songwriter, and actor Harry Styles with an array of people by his side, including Harris Reed (designer), Zumi Rosow (designer and musician), Ariana Papademetropoulos (artist), Stanislas Klossowski de Rola (actor and musician), Olimpia Dior (artist) and Leslie Winer (model and musician).
The new Gucci ArtWall sees another dreamy image of this contemporary family displayed around the world, unveiled this month. The #GucciMémoire will appear on select Gucci ArtWalls in New York, Milan, London, Mexico City, Shanghai, Hong Kong, and Taipei.