Phase two of the Gucci Immersive Retail Experience begins

June 25, 2012 - Italy

Following the launch of phase one in September 2011, Gucci is pleased to announce the beginning of phase two of the Gucci Immersive Retail Experience, set to coincide with the presentation of the 2013 spring/summer collections during Men’s Fashion Week in Milan.

Thanks to the cutting-edge technologies developed by Gucci’s partner, OOOii, one of Hollywood’s leading technological innovators, which will gradually be incorporated into Gucci’s flagship direct stores, customers will be able to enjoy unique, engaging digital interaction with the brand in-store.

Fundamental support was provided by Gucci’s Information Technology Department, which contributed to developing and implementing this multi-channel approach, according to which brick-and-mortar stores and the virtual store www.gucci.com will be able to offer similar, complementary shopping experiences.

Patrizio di Marco, Gucci’s President and CEO, explained: “With this project, and especially the development of the fully interactive phase two, we are showing that we remain committed to effective investment in developing unique and innovative ways of engaging with customers through the application of new technologies. The Gucci Immersive Retail Experience initiative breaks new ground in the enrichment of the experience we provide to our customers in our direct store network."

Phase two of the revolutionary the Immersive Retail Experience project, set to make its debut at the Gucci’s flagship Monte Napoleone store in Milan, will take the form of a variety of engaging experiences.

Five columns of super high resolution displays manufactured by Planar Systems, a global leader in digital display technology, will show images of the fashion show – three for the women's show and two for the men's show – located in the respective areas of the store. The displays – highly efficient, ultra-thin, 46” and 55” Planar Clarity Matrix LCD Video Wall displays – are arranged so that they almost seem to form a single surface, which, together with the graphics engine provided by OOOii, will be used to reproduce life-size interactive images, thus transforming the Monte Napoleone store into one of most technologically advanced boutiques in the luxury sector.

Thanks to special Kinect technology, customers and staff will be able to interact with the images using simple gestures to fast-forward and rewind or freeze the images of the show to take in a look or detail of interest to the customer.

During phase two, stores will also provide access to iPads running an application known as the Virtual Catalogue, allowing easy interaction with the video columns and 360-degree viewing of models to appreciate every detail of the products shown on the catwalk.

The inclusion of an interactive shopping feature is an essential component. Customers can use a 32” high-definition screen to interact with the purses and products in the leather goods and lifestyle categories available in the store, classified by icons, materials, colors and evergreen or new products.


Through a simple search using the screen, customers are able to check with store personnel if products are available and request a physical viewing.

At the flagship Monte Napoleone store, the interactivity of the Gucci experience will also extend to the screens on the staircase leading from the ground floor to the first floor. A system of what are known as Stairway Interactive Videowalls  react in real time as customers pass by, immersing them in a complete, interactive experience in the store.

Finally, in celebration of Gucci’s children’s collections, that were first introduced in 2010, the second floor of the flagship Monte Napoleone store will host a Kid’s Videowall, where the fashion house's youngest fans will be entertained by the Gucci Teddy Bear, symbol of the Gucci children’s collections, who will move to the rhythm of the music, following the sounds and beats created by the children in front of the mirror.

Frida Giannini, Gucci’s Creative Director, commented on the project: “I see this type of experiential technology as the future of fashion retail as it will allow our collections to be appreciated in detail and create further interest and excitement among our customers.”

Phase two of the Gucci Retail Immersive Experience will "go live" at the flagship Monte Napoleone store in Milan on Monday 25 June 2012, the same day that Frida Giannini will present her Men’s Collection for Spring/Summer 2013. The Immersive Retail Experience will then be rolled out to other signature Gucci stores around the world in the coming months starting with Hong Kong and St. Tropez.