Gucci Teams Up With Artist Ignasi Monreal For Surreal Digital Experience

Gucci Teams Up With Artist Ignasi Monreal For Surreal Digital Experience

The surrealism-inspired collaboration features original illustrations from the Spanish artist and will be showcased in stores around the world.

The surrealism-inspired collaboration features original illustrations from the Spanish artist and will be showcased in stores around the world.

Text: Rayne H. Ellis

In the two years since Gucci welcomed creative director Alessandro Michele, the Italian fashion house has expanded its horizons beyond the kitschy animal prints and plunging necklines of the past and switched to a more sophisticated brand design. The new focus was art; the kind of art that even people without a background in the subject could look at and appreciate. The young Spanish surrealist, Ignasi Monreal, became the answer to the question what's next after being discovered through the #guccigram initiative back in 2015.

The collaboration is a part of the Spring/Summer 2018 digital activation project (similar to the one from the most recent holiday season) and will be displayed on a screen in the windows of stores everywhere like an art gallery.

There will also be illustrated stickers on the windows of 52 stores that anyone with the Gucci app will be able to scan and access a microsite. The surrealist concept has become so central to Gucci's theme that even the receipts will feature Monreal's creations along with immersive virtual reality experiences for customers to enjoy. Scroll through the images to catch a glimpse of the project.

Credits: images courtesy of gucci

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