Gucci’s new Soho store is quite the visual experience, which is definitely the point.
The Gucci brand, which has reinvented itself over the years under the tutelage of Creative Director Alessandro Michele, is a mix of bold clashing prints and patterns; a “Gucci Effect” that has spilled over into the fashion industry at large. At the highly immersive Gucci Soho store, consumers can experience all this first hand.
The 10,000-square-foot space on 62 Wooster Street houses Gucci’s men’s and women’s collections of ready-to-wear and accessories. And in a break from the snooty luxury stores of yesteryear, Gucci has employed “Gucci Connectors” to provide high levels of customer service, and bring the Gucci story and philosophy to life. Lots of comfortable couches (heavily patterned, of course), are inviting and welcoming. In fact, Gucci challenges the theory that Millennials just aren’t interested in shopping brick and mortar. “The younger generation [isn’t] interested in the retail experience because the retail experience is not interesting,” Gucci chief executive Marco Bizzarri told Business of Fashion.
Since shopping Gucci can be such a personalized experience of mixing and matching, it’s not surprising that the store adds additional elements of personalization as well. Gucci’s Soho location is the first store in the world featuring “the new Gucci DIY assortment including unique lettering in a variety of fabric and color combinations on unisex luggage and the iconic Ace sneaker. AR/Augmented Reality technology will even be utilized to help customers visualize the styles they’re creating.
And since retail is becoming more about just shopping, the store has even has a screening room to cater to its creative customer (the screening room features Muzik headphones too and a 3D video display).