Gucci: Cruise 2016

15th November, 2015

We are proud to present our interpretation of Alessandro Michele’s SS16 Cruise Collection.

The windows take their inspiration from Michele’s 2016 Cruise runway show for women, which featured the Herbarium rose print, and it is this motif that is the foundation of the new window displays. Each window becomes a mise-en-scène comprising floors, walls, chairs and a tailor’s busts all covered in this pattern. Chairs protrude horizontally from the back wall or are fixed upside down to the ceiling.

The effect is one of an optical dreamscape – surreal and disruptive, where our sense of scale and gravity is distorted.

A hero chair in each window features a hand-embroidered motif: a serpent for women’s windows and a tiger for men’s. The women’s windows feature the Herbarium rose pattern in cerise, while the men’s is in emerald green.

Accessories are displayed on the chairs and ready-to-wear is showcased on the tailor’s busts. The blanket use of the Herbarium print not only exaggerates the optical illusion, but also serves to highlight the products by forming a uniform backdrop.

Creative: Chameleon Visual
Production: Gucci
Photography: Gucci

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