Shopping in any one of Gucci's majestic stores is a unique experience. The fashion giant's new store in New York's SoHo district (on 63 Wooster Street) offers patrons another visual treat. The Gucci brand, which has undergone an 'image makeover' of sorts over the years under the tutelage of Creative Director Alessandro Michele, is a bold mix of clashing prints and patterns; a “Gucci Effect” that has spilled over into the fashion industry at large. Gucci Wooster is the latest destination created by the brand, offering a new way to experience the eclectic, creative and Bohemian spirit of Gucci.
The Gucci Experience in New York
Following Gucci Garden, which opened in Florence in early 2018, where a 700-year-old Italian palazzo plays host to a distinctly Florentine experience, the Wooster store in New York captures the energy of Gucci at any moment where you can discover the latest collections and collaborations. Formerly the site of a pencil factory, Gucci Wooster is located in a 155-year-old landmark-protected building and occupies a full city block, from Wooster Street to West Broadway in New York. Taking up nearly 10,000 square feet, the design concept was conceived exclusively for this location to maintain the integrity of the original framework. The restored brickwork, wooden floors, tin ceiling, and iconic columns highlight the intricate cast-iron architecture that characterises SoHo.
'Guccification' of Gucci Wooster
Three different hand-painted floor designs, executed by Italian artisans, introduce colour and pattern, while original steel tiles speak to the neighbourhood's industrial history. Bold colours like turmeric orange and burgundy 'Guccify' the interior, while the seating is covered in Gucci prints and fabric. Luggage carts, freestanding furniture with stone inlay and vintage pharmacy fixtures display products throughout the space. Reinforcing the industrial spirit of the building, custom brass fixtures frame the brick walls.
While there is a vintage aspect to the furniture and fixtures, true to the brand's practice of seamlessly melding the past and present, the store in Wooster will also introduce custom video technology. In addition to an interactive LED wall, the space will debut a 3D video display. The video displays are housed within an intimate screening room equipped with custom Muzik headphones and armchairs in turmeric velvet.
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