Gucci’s collaboration with London’s most iconic departmental store sees the Italian fashion house taking over the window displays and digital channels at Harrods, transforming the famous late-Victorian emporium into an enchanted garden of vibrant colours and patterns throughout the month of August.
The brands’ partnership is most prominently seen at the 16 window displays along Brompton Road, where the Gucci Garden is in full bloom with floral compositions and pink mannequins, showcasing exclusive Gucci evening gowns. Besides that, the dedicated windows are presented in green or pink velvet capitone walls, vintage oriental rugs and the Gucci DIY iconic crest, with a variety of elements, including valets and wooden closets, are on display.
Two exclusive Gucci stories unfold in the Harrods vicinity: the launch of the first fragrance Gucci Bloom under the new creative direction of Alessandro Michele, and the arrival of the innovative House DIY programme – both visually represented through the memorable motifs associated with the Gucci Garden.
The Gucci Bloom fragrance bottle is showcased repeatedly on round lacquered tables, whereas inside at the Beauty Hall, a dedicated installation display the campaign – in which actress Dakota Johnson, artist Petra Collins and actress and model Hari Nef appear in – and the perfume, where customers can have a whiff of the perfume made up of symbolic scents from the Gucci Garden: jasmine, tuberose and Rangoon creeper.
The second Gucci story is inspired by the House’s love of the self-expression associated with the British punk movement. The Gucci DIY programme provides customers personalisation service on selected Gucci products with decorative patches, including Harrods-exclusive butterfly motifs in a variety of colours.
The cherry on top of the elaborate cake is the limited edition Gucci ready-to-wear collection designed exclusively for Harrods: a special version of the Lilith handbag with patches, mini Dionysus and Sylvie bags in a multitude of colours, the Ace sneakers with specially-designed patches, as well as ready-to-wear items like floral-print kimono tops and trousers.