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Gucci has just introduced Gucci Sneaker Garage, the section of its application conceived as a platform entirely dedicated to sneakers and their digital counterparts.
Gucci Sneaker Garage channels the spirit of talent and ideas into the perspective of new ways to imagine and accelerate possible futures. It brings together a mix of storytelling, games and user-generated content. It also houses the first virtual sneakers ever imagined and designed by Creative Director Alessandro Michele: the Gucci Virtual 25. These hyper-realistic sneakers, whose design combines technique and imaginative details, the inspired and ultra-contemporary aesthetics of the 80s, can only be purchased virtually.
The platform also gives users the opportunity to design their own model by fitting, hybridizing and combining elements from existing designs or new and visionary versions of them. Through this interactive and pioneering entertainment, Gucci engages its enthusiasts in a new dimension with the House’s products and codes. They allow users to take their self-expression into post-physical and uncharted territory.
Overall, the project continues to drive the relationship between the world of fashion and that of games and digital environments, initiated through Gucci Arcade. The brand also followed this direction with its two-part Instagram project #24HourAce, where a collective of multimedia artists reflected on the rise of ASMR and how the digital landscape has evolved over the years.
Once again, the brand seeks to combine the past with the present, using contemporary and avant-garde codes to tell stories that speak to the future. Download the Gucci app if you want to enter this new universe created for you.
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