Gucci, the renowned Italian fashion house, has teamed up with outdoor clothing brand The North Face to create a series of impressive XXL murals across various cities worldwide. This collaboration aims to highlight the fusion of luxury and streetwear, capitalizing on Gucci’s reputation for large-scale outdoor advertisements and street marketing campaigns. With this latest venture, Gucci introduces a captivating collection of trompe l’oeil visuals to promote its newest capsule collection with The North Face.
Whether you reside in Milan, London, Shanghai, Hong Kong, or New York, you may stumble upon these specially crafted artworks adorning the facades of buildings. Spanning multiple floors, Gucci reimagines a down jacket, incorporating co-branding elements, and showcasing a distinctive floral monogram. The collection draws direct inspiration from The North Face’s archival designs from the 1970s, adding a sense of nostalgia and authenticity to the collaboration.
In the era of social distancing, Gucci aims to create an Out of Home (OOH) campaign that not only grabs attention but also proves to be highly shareable on social media. The hashtag #Gucciartwall has already garnered approximately 11,000 posts, indicating the campaign’s popularity across various platforms. However, this initiative also serves as a strategy to drive traffic to physical stores. For instance, in New York, the mural prominently displays the address of the nearest Gucci store, while in China, a QR code directs passersby to a PIN, representing one of Gucci’s pop-up stores established in late 2019.
The collaboration between Gucci and The North Face exemplifies the ongoing trend of luxury brands joining forces with streetwear and outdoor apparel brands to create exclusive collections that cater to a broader consumer base. These murals not only showcase the unique and creative designs resulting from the collaboration but also create a captivating visual spectacle that attracts attention to the brand’s physical stores.
Gucci’s previous success in digital strategies has garnered recognition, and this OOH campaign further solidifies its commitment to adapting to diverse advertising platforms. By seamlessly blending art, fashion, and technology, Gucci continues to position itself as a forward-thinking and innovative luxury brand.
When applicable, here are two useful links relevant to the article:
1. Gucci Official Website
2. The North Face Official Website
