Gucci's Next Move? A Computer Game
Much like 2013’s Rain Room at the MoMA or Yayoi Kusama’s Infinity Mirrored Room currently at The Broad, there’s another art exhibit that’s about to take over your Instagram feed. And this one is from Alessandro Michele, the creative genius who’s totally transformed Gucci within the last couple years. But the four-room, Tokyo-based exhibit, aptly named Gucci 4 Rooms, is not just an installation that will likely garner long lines and lots of social media love. In an unconventional move by the storied fashion house; it’s also a computer game.
With a microsite that launches today, Gucci 4 Rooms allows anyone from all corners of the world to escape into the unique spaces that have been designed by Japanese artists Chiharu Shiota, Daito Manabe, and Mr., as well as one room designed by the current brand collaborator Trouble Andrew, aka GucciGhost. Is it just like the IRL experience? Well, maybe not entirely. But if long flights to Tokyo are not in the cards for a trip to Gucci Ginza or Dover Street Market where the rooms have been installed, we highly recommend clicking over, turning the volume up, and opening up a full screen for a truly beautiful experience inside this arts-meets-fashion project. And, of course, check out the online-only interactive computer game that allows you to go chasing after a bunch of hovering Gucci Ghosts. We promise it’s not as easy as it sounds.
Scroll on for your first look at all four of the dazzling Gucci rooms.