A virtual concept store of style
Gucci launches ground-breaking new Gucci Vault
Creating real innovation gets harder and harder in a fashion system focused increasingly on speed. The public is bombarded with information, as though it were an abandoned ship at the mercy of the waves. The unceasing search for the new stretches ahead like a never-ending marathon in which there are no winners or losers, just competitors and the public. In this chaotic monotony, while the majority are content with passively taking part, one player is beginning to break away and move ahead. Impetuous yet focused, it leaves behind it a gap that will be filled only by time.
This unknown runner has waited for the right time to sweep away the competition. He has studied his adversaries and decided to play the ace up his sleeve: awareness. Awareness of his history and cultural legacy, of the temporal, cyclical nature of fashion, of change itself. The identify of our unknown runner is now revealed, in an unexpected yet randomly punctual way.
It is none other than Alessandro Michele, creative director at Gucci. Despite having already accustomed his audience to a certain type of spectacle, he is now launching an ambitious, powerful, innovative and immensely contemporary project. In an era in which everything is digital, everything is meta, Alessandro Michele has created a dream-like space similar to a wunderkammer.
Here, in his own little cabinet of curiosities, the alchemist combines time, design and style to comes up with a new product. The “Gucci Vault” is a philosophical salon of style, part atelier, part concept store and part vintage shop. What we can safely say is that it is a truly unique project. This online bazar looks straight out of a fairy tale but is so real that you can almost touch it. Virtual display cases exhibit exquisitely made unique pieces: the Vault will feature exclusive collaborations between Gucci and international producers from a variety of fields: the inauguration of this web-space showcases the Belgian brand Delvaux, a long-standing luxury leather goods company. Appearing alongside Gucci icons will be brands such as Charvet, the world’s oldest shirtmaker, ERL, Wales Bonner, Martine Rose and Vans, who will join the brands already hosted in the Vault’s initial line-up: Collina Strada, Cormio, RUI and Rave Review.
The package is completed by Gucci’s official entry into the Metaverse: Vault will enable some transactions in cryptocurrency, for example those related to SUPERGUCCI NFTs created in partnership with SUPERPLASTIC.