Gucci is introducing a number of luxury pop-up stores in shopping malls around the world—an experiential first for the brand. The inaugural brightly-colored pop-up, called “Gucci Pin,” will launch in the US at Denver’s Cherry Creek Shopping Center. The concept was inspired by the pins seen on interactive digital maps and its first activation will focus on the brand’s Gift Giving line and campaign. Items for purchase will include women’s ready-to-wear, shoes and accessories.
To further enhance the pop-ups, branded Gucci pins featuring patterns of the themed pop-ups will appear on Google Maps in some countries. Each location will also include a digital installation that utilizes augmented reality (AR) technology, though additional details weren’t disclosed.
Gucci pin-themed AR offerings and photo filters for Snapchat and Instagram are also in the works. The high-fashion brand recently launched a 3D Snapchat portal lens that transports users to a Gucci-filled holiday beach and lets them interact with signature handbags and accessories from the brand.
Additional immersive experiences for Gucci include a forthcoming Chinese New Year-themed store, psychedelic pop-up store dedicated to luggage, accessories and ready-to-wear, and a Mickey Mouse-inspired pop-up featuring a baggage carousel.
Over the last few years, Gucci has made strides wooing millennials. Data from L2 Research shows that Gucci was the best performing digital fashion brand in 2016 and 2017. Among key measures like website and ecommerce, digital marketing and social media, Gucci outranked Michael Kors, Fendi, Burberry and Louis Vuitton.
Gucci has leveraged partnerships with hip-hop artists and promoted theatrical fashion shows via social media, but after the release of a controversial sweater that critics likened to black face, that momentum slowed. According to Tribe Dynamics, the brand lost the top spot among luxury companies for social media engagement in March. A drop in quarterly North American sales then followed.