GUCCI | Gift Giving campaign

Gucci launches its Gift Giving campaign for the holiday season. Spanning many categories – from handbags to jewellery, from shoes to T-shirts, and from porcelain to childrenswear – Gucci’s Gift Giving selection will be supported by extensive digital activity.

Special interactive content will be available on the Gucci app, such as filters that can be used to customise photographs, digital greetings cards that can be personalised and sent, a digital interactive version of the Gift Giving book (see below), and software that will animate Gucci shop windows when customers scan a sticker displayed on the glass. In addition to this there will be a homepage takeover on gucci.com to promote the campaign, and, in Milan and New York, the Gucci Art Walls will feature new illustrations depicting the House’s new eyewear.

Window installations will further help bring the campaign to life. Based around a glittering, festive, yellow ‘temple’ to giving, with a candy-pink LED neon frame, the windows will display Gucci’s Gift products in a striking and imaginative way. The temples – giant, eccentric, ornate cabinets – feature text from the famous Renaissance poem by Lorenzo de’ Medici, ‘Trionfo di Bacco e Arianna’ (‘A Song for Bacchus’).

At the centre of the Gift Giving campaign is a book that showcases a whole series of digitally-created artworks by Spanish artist Ignasi Monreal. With a narrative referencing the story of the fall of Icarus, the catalogue features works that incorporate the products that Gucci has designated as its Gift Giving selection: belt-bags encircle a classical statue, small leather goods form part of contemporary takes on Renaissance-style still lives, a kingsnake wraps around the legs of a girl wearing boots, two kittens in sunglasses pop out of a Gucci mug covered in the green Herbarium print, while handbags with chain shoulder straps hang from a road sign.

In September, Monreal was also invited to decorate the Gucci Artwalls in Milan and New York for the launch of the new Gucci Bloom fragrance. He will reprise his role as street artist by illustrating both walls again for the holiday season to promote the Gift Giving campaign.