PROJECT 1.3
"POLIFERATE"
GUCCI GALA
THE URBAN RUNWAY
CONCEPT
Gucci iconic imagery = timeless aesthetic, fashion, street
Florence = tourists' destination, hybrid (old+new), Italian culture (morning coffee, afternoon shopping, night concert)
SITE+DIAGRAM
The three main entrances to the campaign are connected by hidden “Gucci streets” which can be identified by the sounds of local musicians who play exclusively for the campaign.
MATERIAL TO FORM OF THE FOLLIES
From phase2, I use chain to be main material and use the method of Hanging Chain from Antony Gaudi to produce the form of the follies and use material form skin to be a visual music and link to streets musician of florence to be the beat of the campaign.
ELEVATION - SECTION OF THE STREETS
A variety of urban spaces around Florence- from the streets to the Gucci Gala advertising campaign, serves up an array of urban runways in the heart of the home of Gucci. The campaign, unfolding as a series of ‘follies’ and ‘archways’, combines the aesthetic of Gucci with inspirations from original Italian renaissance, in order for the space to stand out, and at the same time blend in with the surrounding buildings of old Florence.
ATMOSPHERIC
The journey begins at the three main Gucci ‘spaces’ in Florence which are, the Gucci shop near the Florence Cathedral, the Gucci shop along the Via de’ Tornabuoni shopping street, and the Gucci Garden museum near Ponte Vecchio. The three main spaces act as ‘entrances’ to the Gucci Gala campaign.
The follies are situated along the streets, with varying functions, from tea rooms and runways during the day to music festival and exhibition spaces at night. At the same time, archways along the street also add to the experience by presenting the stories of Gucci or ‘moments’ through decorative arts and graffiti.
PERSPECTIVE
Combining the three iconic imagery of Gucci- timeless, fashion, and street, the campaign seeks to provoke curiosity and eccentricity through Gucci’s symbolic distinctiveness, redefining a users’ perception of Florence.
