For Spring/Summer 2018, Gucci reunites with friend of the brand, Ignasi Monreal. First seen as massive ads erected in New York and Milan, Monreal’s surreal paintings entirely inform this season’s digital campaign and store window displays.
Dubbed “Gucci Hallucination,” the campaign is informed by Monreal’s art and Alessandro Michele‘s retro kitsch designs. Gucci stores around the world have received facelifts in line with the campaign imagery, showcasing velvet mannequins staring at videos embedded in the display walls. Stickers on the windows will allow for access to a microsite loaded with downloadable wallpapers, a catalog of Monreal’s work and shoppable Gucci goods. Similarly, 52 stores will give customers collectible tickets upon making a purchase, which allows for in-store virtual reality experiences. The immersive, 360-degree creations are available in browser form on the brand’s site and remain in line with Gucci and Monreal’s collaborative creations.
Witness the campaign in action over on Gucci’s website and take a look at campaign imagery and displays below, along with a seasonal ad created in line with the promotion. Gucci has remained in the public eye in a variety of ways, like donating funds to a gun control march and appearing everywhere at Milan Fashion Week.
Inside the window design at Milan Montenapoleone boutique, an image from the #GucciSS18 campaign by @ignasimonreal inspired by the painting of ‘Ophelia’ (1852) by John Everett Millais which hangs in the Tate Britain in London appears on a large screen. Use the Gucci App to scan the sticker displayed on the glass of any Gucci flagship and discover the #GucciHallucination campaign in Augmented Reality. #AlessandroMichele
Enriched with beads and crystals, metallic leather accents adorn men’s sweaters worn with a velvet formal jacket and a #GucciNeoVintage duffle bag from #GucciSS18 by #AlessandroMichele. Inspired by a Sarcophagus fragment (2nd century) held at Musei Capitolini, Centrale Montemartini, Roma. #GucciHallucination @ignasimonreal