Four Artists Create Virtual and Real Spaces for Gucci in Tokyo

Alessandro Michele’s latest brainchild, Gucci 4 Rooms, is launching this week and is billed as an unconventional experience blending Japanese and Italian creativity.

Gucci’s creative director asked four artists to create virtual and real spaces to express the spirit of the Italian luxury house. The project is being unveiled today online. The physical spaces will be presented in Tokyo today and be open to the public starting Wednesday and will remain on display until Nov. 27.

Michele reached out to Chiharu Shiota, Daito Manabe, Mr., and Trouble Andrew, who also collaborated on Gucci’s fall 2016 collection. Each artist has been asked to conceive a different Gucci room based around motifs and themes that Michele has introduced to the brand. Shiota’s Gucci Herbarium Room presents the brand’s pattern of that name, while Manabe’s Gucci Words Room makes use of Michele’s lexicon. The third room, by Mr., is called the Gucci Garden Room and features animals and plants seen in Michele’s designs. Andrew is developing a secret art installation.

A special microsite, gucci4rooms.gucci.com, will allow visitors to explore the rooms and interact with them as in a computer game. The installation by Trouble Andrew is accessible only to those who manage to find specific elements hiding in the other three rooms, which unlock this secret space.

Each room houses items from Gucci’s fall 2016 collection, jewelry from the 2017 cruise collection, as well as limited-edition pieces that are exclusively available in Japan online or in store.

Starting today, the three rooms conceived by the Japanese artists will be replicated at Gucci Ginza on the seventh floor. Also, Trouble Andrew has been commissioned to create an artwork in the Elephant Room at Dover Street Market Ginza, on display from Wednesday to Oct. 24.

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