Gucci's 'Vault': An experimental online retail and artistic experience
Digital stories, poetry and an online store: Gucci’s new online platform ‘Vault’ is a reflection of Gucci’s futuristic vision.
From the mind of Creative Director Alessandro Michele, Vault is an ever-changing online space for Gucci. Alessandro Michele explained that shopping entails more than just purchasing– it is also a celebration of connection between the brand and the customer, and Vault is a testament to that belief.
Gucci’s Vault will showcase restored and customised archive pieces which will be released at regular intervals throughout the year in limited – or in some cases, one-off — quantities. The vintage curations were all handpicked by the Creative Director and the House’s expert archivists and reconditioned and restored back to mint condition. Afterwards, they are numbered and delivered in its own unique “made-to-measure” packaging.
Vault is also proof of Gucci’s unwavering support towards emerging designers. Originating from November 2020 at GucciFest – a digital platform for fashion films – budding designers presented their collections, of which sparked conversations globally and challenged the conventions of fashion. The creations of these game changing designers are all presented in Vault in an editorial format multimedia concept stores from the ‘90s. Michele says:
In my mind, I always had the idea to create a place in constant evolution where ‘impossible’ conversations between objects from different origins, creators, and eras could take place: central figures in a dialogue between past and present, able to spark future inspiration.
Not only would editorial pieces be available on Vault. In fact, digital short stories and poems will play a part in paying homage to everything Gucci. Each edition plays as an ode to the passion for experimentation, creativity and new ideas, and is a true representation of Gucci’s timelessness. Alessandro Michele describes Vault as “the place where wonders will hybridise and come together, giving life to new creations. Gucci’s greatest gift, in the end, is to never stay the same; to never grow old”.
Gucci’s Vault can be visited here.
