Gucci is pleased to announce that Gucci Shinjuku Store has been selected as the next stop for its GUCCI ICON-TEMPORARY pop-up sneaker store, featuring a limited edition sneaker collection designed by its Creative Director Frida Giannini. Following the successful launch in New York, Miami and London, the store will yet again house two special edition “Gucci Ronson” sneakers, designed exclusively by Giannini in collaboration with award-winning musical artist Mark Ronson.
The Tokyo GUCCI ICON-TEMPORARY store opens within the Gucci Shinjuku Store occupying its mezzanine floor for a limited period from June 12th to July 4th, 2010. It will be celebrated with an exclusive party in the store space on June 11thhosted by Mark Ronson.
Gucci Creative Director Frida Giannini has developed an eye-catching GUCCI ICON-TEMPORARY store design with interiors coated in a slick white gloss and an oversized red and green web band that wraps around its perimeter. Unique to the Tokyo pop-up is a cutting edge interactive technology built into the store windows, which allows for a virtual try-on of the new styles. Touch panels allow visitors to select and take ICON-TEMPORARY sneakers to a personal screen. Visitors can enlarge and rotate the images, take a full length photo of themselves and eventually place the sneakers on themselves on screen. They can then send their favorite images to a mobile phone using QR code.
The Tokyo GUCCI ICON-TEMPORARY store will feature 16 exclusive sneaker styles including 14 men’s and 2 women’s styles, incorporating classic Gucci design signatures, such as the GG logo or a stylized version of the iconic Gucci red and green web detail. Each design includes silver metal dog tags as well as an embroidered ‘Limited Edition’ label inscribed inside the shoe. Customers’ initials can be embossed onto a customized leather tag on the shoe laces, if desired. Conceived as true collector’s items, the GUCCI ICON-TEMPORARY sneakers come with unique packaging designed specifically for each city. Also featured is the I-Gucci digital watch with a distinctive, steelcase and white GG logo strap.
“After stops in New York, Miami and London, it’s only fitting that we have brought the pop-up to Tokyo, where sneakers enthusiasts thrive,” says Frida Giannini. “From the moment I first sat down with Mark we connected. He has a great eye for design and an amazing knowledge of sneaker history. He is an artist whose influence is cross-cultural and cross-generational.”
Mark Ronson commented, “I spent many years as an avid sneaker collector, so I wanted to make sure these Gucci shoes were truly special, both from an aesthetic point of view and a collectable one. Frida and I also agreed it was important for there to be a unique musical element to the project, so I am collaborating with artists, making limited edition tracks for each store opening.” Each client will receive a custom 12-inch vinyl with exclusive tracks, selected by Ronson, as a gift with the ‘Gucci Ronson sneaker’.
Alex has written for Vanity Fair, Barrons, Bloomberg and Condé Nast Traveler.