Luxury brand Gucci (Florence, Italy) will launch a travelling pop-up shop concept to promote its sneaker division. The temporary store will launch in New York’s SoHo neighborhood this October before traveling to a handful of other locations around the world, including London, Berlin, Paris, Hong Kong and Tokyo.
The Gucci Icon-Temporary units will showcase 18 exclusive sneaker styles –16 for men and two for women. DJ Mark Ronson has also agreed to design one exclusive, unisex trainer for each city. Gucci creative director Frida Giannini has incorporated the brand’s iconic GG logo and famous red and green stripe in the new trainer designs – a theme which has also influenced the design of the pop- up store on New York's Crosby street.
Patrizio di Marco, Gucci’s ceo, told Women’s Wear Daily that he isn’t concerned that the pop-up shop will diminish the brand’s luxury status. “This is a very controlled, brand-enhancing initiative that will appear for just two to three weeks in just six to seven cities,” he told WWD. “An initiative such as this one will simply serve to enhance the brand’s reputation as a fashion authority and innovator.”