Alessandro Michele is making the most of his time at Gucci. Just five days after announcing the launch of a 32-piece range of homewear called Gucci Decor, the creative director has outlined plans for a new initiative called Gucci Places. The latter is an online tool that will allow users to to explore various locations around the world that have inspired elements of design throughout the house’s 96-year history.
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Slated to be made available through Gucci’s dedicated App this Fall, the new platform will shed light on the meaning behind the motifs and historic locales that have become synonymous with Michele’s collections. Each Gucci Place will be unveiled individually, and while some will be well known, there are others that will likely come as a surprise to the general public. The idea behind the launch is to strengthen Gucci’s online community and bring exciting travel inspiration to its dedicated fanbase of customers.
The first location to be featured on Gucci’s list of most desirable international destinations will be Chatsworth House in Derbyshire, England. The lavish estate currently serves as the backdrop to an exhibition of Gucci clothing and memorabilia called “House Style.” Its palatial grounds were also featured prominently in Gucci’s Brit-inspired Cruise 2017 campaign with actress Vanessa Redgrave last September. Leading up to the launch of Gucci Places, an exclusive collection of products related to Chatsworth House will be available to shop at the estate’s gift shop and at Gucci’s Sloan Street store in London from mid-July.
Additional in-App tools will include a geolocation service that allows users to check into each Gucci Place and collect a site-specific badge. Other features like in-depth descriptions, exclusive pictures and videos, and special event invitations will also be available to users.
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From: Harper’s BAZAAR US