Gucci: a window display revolution

By

Dominique Muret

Published
Jul 23, 2015

A giant bee holding a bag in its paws, be-ringed wooden hands on a carpet of flowers... There's a twist of folly running across Gucci's new window displays!

Breaking with its customary classic chic style, the Kering group's luxury label is showcasing surrealistic window displays to welcome the first Autumn-Winter collection by Alessandro Michele, its new artistic director.

Hanging from moving clothes hangers, as if on an industrial assembly line, the clothes of the ready-to-wear collection parade around the front of the window display, which seems to come alive. Luminous purple and turquoise LED tubes create a 3D effect through a linear, geometric design, reinforced by the presence of gridded metallic panels used as flooring.

A huge embroidered snake slithers along the floor, creating a surrealistic effect. This impression is heightened in the window displays for accessories, where an embroidered swallow soars above a flowery ground, showcasing the Gucci Dionysus bag', reads a press release by the fashion house.

These window displays, marking a new era for Gucci, will be installed worldwide until the end of July.