To celebrate the arrival of spring, renowned Italian fashion brand Gucci is embracing the spirit of the season with a unique project called Gucci Hanami. Known for its large-scale murals displayed around the world and recent inflatable teddy bears in South Korea, Gucci is now focusing on strengthening its street marketing strategy. As Japan observes the annual Hanami tradition, which involves cherishing the beauty of cherry blossoms in full bloom, Gucci has taken over the iconic Tokyo Tower.
Standing tall at a height of 332.9 meters, the Tokyo Tower serves as the perfect canvas for Gucci’s vibrant colors and branding. On the south face of the tower, an alternating display of vivid hues and the brand’s Double G logo creates a visually stunning spectacle. This extraordinary event is set to take place from sunset to midnight on March 19th and 26th.
Complementing the captivating display, Gucci has also introduced an augmented reality filter that allows users to virtually adorn the Tokyo Tower with sakura motifs, symbolizing cherry blossom flowers. These exclusive AR filters have been created by the renowned American designer Ken Scott. Through this unique collaboration, Gucci aims to pay tribute to Scott’s floral prints and promote its new capsule collection, which has been artfully crafted by Gucci’s creative director, Alessandro Michele.
With a localized and timely approach, Gucci Hanami showcases Gucci’s commitment to engaging with its audience through immersive experiences. By blending traditional Japanese customs with the brand’s distinct style, Gucci has successfully created an unforgettable fusion of fashion and culture. This remarkable initiative not only celebrates the beauty of spring but also pays homage to the legendary designer Ken Scott, whose contributions are still cherished by fashion enthusiasts worldwide.
Photo credit: Tokyo Tower
Useful links:
1. Gucci Official Website: https://www.gucci.com/
2. Tokyo Tower Official Website: https://www.tokyotower.co.jp/en.html
