During Milan’s fashion week, Gucci surprised attendees by unveiling its new digital concept store called Vault. The brand took over a historic building and transformed it into a vibrant space filled with colorful stripes and an eye-catching oversized computer. At the entrance, a giant version of an old IBM PC greeted guests, allowing them to interact with the computer’s screen which showcased Gucci’s new website. Described as a digital cabinet of curiosities, Vault brings together the “past, present, and future” of the brand.
One of the highlights of Vault is its selection of vintage Gucci pieces that have been carefully sourced from collectors around the world and reconditioned by the brand’s archivists. From iconic bags and suitcases to scarves, tableware, and ready-to-wear pieces, the site offers a range of unique and rare items. Each month, approximately 30 one-of-a-kind, secondhand items will be carefully chosen and made available for purchase.
Gucci’s creation of Vault not only aligns with the growing trend of secondhand luxury products but also reinforces the brand’s image as a historic label with a rich heritage. By offering a platform for vintage Gucci items, the brand showcases its commitment to sustainability and circular fashion.
In addition to vintage pieces, Vault also features products from emerging designers, making it a hub for diverse and innovative fashion. The site will be regularly updated with editorial content, providing users with an immersive and engaging experience. This mixture of new and old, emerging and established, positions Vault as a unique destination for fashion enthusiasts and collectors alike.
Currently, Gucci’s Vault is accessible to customers in Europe, the U.S., and Japan. With its digital approach and global reach, the brand aims to connect with a broad audience and offer a seamless shopping experience.
Useful Links:
1. Gucci Official Website
2. Business of Fashion
