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Gucci Icon-Temporary Store comes to Earlham Street

13
Apr '10

Gucci is pleased to announce that a new update is now available for its groundbreaking fashion and lifestyle App that has recently registered its 500,000 downloads. The update, available at the iTunes store, has been timed to coincide with the opening of Gucci's third Icon-Temporary Sneaker Store on London's Earlham Street.

The Gucci App, launched in October 2009, synthesizes the worlds of fashion, technology and music offering Gucci enthusiasts access to exclusive Gucci products, unique playlists, videos, fashion shows, news, events, latest collections, store listings and the ability to mix their own music. The rich content on the App was developed specifically with the profile of the Gucci loyalist in mind and delivers a new way to experience the varied world of the Gucci lifestyle.

The launch of the Gucci App was originally timed to coincide with the itinerant GUCCI ICON-TEMPORARY project, a travelling sneaker store that was launched in New York on October 24th 2009, before moving to Miami on December 1st. Its next stop will be in London's Covent Garden Seven Dials district at 37 Earlham Street, where it will open to the public on April 22. Tokyo will be the final stop in June.

Gucci Creative Director Frida Giannini collaborated with award-winning musical artist and producer Mark Ronson on key features of the app including:

The Gucci Ronson Sneaker: Giannini and Ronson have designed a collection of limited edition sneakers in conjunction with the GUCCI ICON-TEMPORARY travelling sneaker store project. For London, one special Gucci Ronson model has been reserved exclusively for the Gucci App. Only iPhone and iPod touch users can purchase this coveted model available via the app in Europe.

Gucci Beats: One of the most progressive features of the Gucci App allows users to mix their own music tracks on a virtual turntable. Ronson has provided loops that can be individually manipulated by layering on various beats, sound types, drums, bass and vocals. Users are given DJ-like creative and technical capabilities on their iPhone or iPod touch and can save and share their original tracks with friends via email, Facebook or Twitter.

Frida and Mark's Playlists: Both Giannini and Ronson have created their own personal playlists for the Gucci App and have just released their new favourites for London, which can be downloaded directly from the iTunes Store. A well-documented music lover, Giannini has included a mix of tracks currently inspiring her fashion collections.

Additional features of the Gucci App include:

Gucci Little Black Book: Frida lists her favourite London haunts, these include Scotts, St Martin's Lane Hotel and The Groucho Club.

Gucci Music Channel: Functioning as a Gucci radio station, the Gucci Music Channel allows users to access the music stream whenever they wish.

In-store Exclusives at GUCCI ICON-TEMPORARY London: Users of the Gucci App can interface with the London retail space via a store-based network that automatically updates the customer's Gucci App upon arrival using the push notification feature. Visitors to the store will be able to wirelessly download photos of all the ICON-TEMPORARY London sneakers via their Gucci App, as well as an exclusive track produced by Mark Ronson.

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