This week, Gucci launched a new DIY personalization service dedicated to self-expression exclusively on Gucci.com and in the new Wooster Street store in New York. The program allows shoppers to customize either an Ophidia tote bag or Ace sneaker to their liking.
In distinctive style, a new Gucci alphabet is available to monogram the Ophidia tote with an interlocking G pattern, python, crocodile, leather, or felt letters appliquéd to the bag. The same design details are available for the Ace sneakers with one letter per shoe. In a variety of color and material combinations, the possibilities for the perfect customized combination are endless.
Gucci DIY personalisation service
Courtesy of Gucci, Creative Director: Alessandro Michele, Art Director: Christopher Simmonds, Photographer & Director: Petra Collins.
The dedicated tools on Gucci.com bring to life a virtual reality of the designed product and create a genuine, life-like representation of your dream personalization. At the new Wooster Street store in New York, an in-store app utilises similar technology by pointing the provided iPad’s or iPhone’s at the real products in store, and then customizing them thereafter. #GucciDIY will be rolling into other Gucci stores starting in September.
A campaign around the DIY service comes to live today, through the imagination of Gucci and shot by Petra Collins, wherein a character daydreaming of being a rock star wears the latest customisable pieces.
Gucci DIY personalisation service
Courtesy of Gucci, Creative Director: Alessandro Michele, Art Director: Christopher Simmonds, Photographer & Director: Petra Collins.
Gucci DIY personalisation service
Courtesy of Gucci, Creative Director: Alessandro Michele, Art Director: Christopher Simmonds, Photographer & Director: Petra Collins.
