After preparing for 18 months, on May 5th, the Italian luxury brand Gucci officially opened its 1,000-square-meter shop in Soho District, New York. The reporter immediately visited Gucci, which is unique in the world.” New retail Rosewholesale Coupon Code experiment space.”
Gucci Soho store is located in Wooster Street, New York, adjacent to the French luxury brand Celine
After entering the store, it has been felt differently. Traditional New York luxury stores have security guards dressed in black suits. This store welcomes customers but is the young clerk of Gucci’s new clothes. Entering the shop, the red brick walls, the bare pipes on the ceiling, the live music and lights immediately felt like they turned into a rebellious Disco youth in the 80s. The huge screen on the left-hand side of the door is playing the 2018 autumn commercial. There are several rows of theater seats in front of the screen, and several “spectators” are sitting in sporadic positions.
Theater at the entrance
Unlike traditional luxury stores that have a clear division by category, Gucci’s shop is like a vintage museum or Alessandro Michele (Creative Director of Gucci)’s own living room: on the right hand side are two carts for carrying luggage. The passenger did not have time to remove the luggage and all kinds of travel bags.
In the center of the living room are two rows of hospitable sofas, with garments, shoes, handbags, luggage, glasses, jewelry, etc. staggered on both sides. Each piece of furniture is like a vintage collector who has Coupon Code for Shein carefully selected and matched his wardrobe. Asked the clerk to know that these are really vintage antique furniture, especially from Italy to New York.
At the end of the living room is the “kitchen”. Two cupboards are filled with plates and bowls of porcelain, candle holders with candles, and a retro Gucci leopard head.
Opposite the kitchen is a “lounge area”. The walls are covered with high-saturation sofa pillows. The pillow pattern is a totem that Gucci used on various handbags: snakes, cats, and buckets, and scattered in the rest area. The echoes of the chairs on several tables, the back and four legs of the chair are classic Gucci design.
At the end of the journey, there was a hole in the sky and a movie hall. New clothes from the show floor were on both sides of this room. A screen was set up in the middle of the room showing Gucci and Frieze Festival and artist Wu. In collaboration with Tsang’s documentary “Into a Space of Love,” the two rows of seats in front of the screen are still vintage Gucci styles, and there are also iconic bees on the armrests of the chairs.
This store also has some unique items, such as the series of cooperation with Dapper Dan (a rap artist who is recognized as a mistake by the tailoring business), the only customizable Ace Sneaker and luggage in the world (the store offers a variety of leather In the sample, customers can choose their favorite leather style, insert their favorite letters on shoes or bags, and can see the customized effects on the spot through AR augmented reality technology), as well as various retro style sofas, screens, and seats. And other household items.
In Gucci New York Soho, each of the aforementioned experiences is unique:
The music list in the store was selected by John “Jellybean” Benitez (the famous DJ in New York in the 1980s).
The broadcast content of the theater area is Gucci’s film and television work with different artists. The movie list will be announced one after another.
The interior design of the store itself is an extraordinary art. Not only antique furniture, but also floor-patterns are hand-painted by Italian artists.
All of these experiences make this store not only a place to buy Gucci merchandise, but also an art gallery displaying the works of independent artists, a showroom for retro furniture, and even a gathering place for friends to relax and chat.
Creating a special experience is also the main goal of this new store. In the face of more and Free Coupon Codes more millennial consumers and a mature e-commerce platform, traditional luxury goods sales logic is no longer applicable. Faced with overwhelming online and offline channels, the scarcity of luxury goods itself is gradually blurred, and the high and high attitude is even less useful for young consumers.
It is these special “experiences” that cannot be obtained cheaply by other channels that can maintain the vitality of the brand and attract consumers to visit the branded stores.
The clerk told me that they wanted to create a relaxed environment that allows customers to stay in the store for a long time, entertain, relax and discover new gadgets as long as they enjoy the time spent in the Gucci store, even if they do not consume it!
For classic luxury brands such as Gucci, this is an innovation, but also an adventure. Presumably it is to take a look at the attitude, this store is currently only two years Gucci signed a lease (general contract five to ten years), the effect of how? Let us explore the coming year!