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The setup of the store is very streamlined
06:08, 1969-Dec-31
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Gucci launched its first Icon-Temporary pop-up shop on Crosby Street in SoHo on October 23. Today WSN offers a review of the store. It closes tomorrow, so you’ve still got a little time to make a shopping trip.
The temporary store carries a limited-edition line of Gucci sneakers, with 16 styles for men, and two for women. Dog tags on the laces and color-blocking on the sneakers make them truly iconic. A new double-Velcro style was also introduced for this pop-up store tour, adding variety to the more traditional sneaker styles while still featuring the classic GG logo.
An icon in his own right, renowned DJ Mark Ronson collaborated with the brand to introduce a new Gucci Ronson sneaker at each of the pop-up store’s stopsaround the globe. By bringing in Ronson, Gucci aimed to draw in a varied customer base and generate buzz about the Icon-Temporary project.
The marketing for Gucci’s latest endeavor was minimal, relying on word of mouth and the Internet to hype the project. By placing the shop in a deserted section of Crosby Street between Broome and Spring streets, Gucci is clearly not trying to reel in customers with fancy gimmicks — the sneakers are more important than the aesthetics. The brand has created just enough momentum to create interest in the pop-up store in each city before it packs up and moves on to the next stop.
The setup of the store is very streamlined. The store’s facade is little but black columns, a neon Gucci sign and the GG logo emblazoned in red light on the front window. An entryway blocks the rest of the store from view and a few sneaker styles encased in glass tease the customer. Classic red and green Gucci stripes run along the walls, drawing the customer to the merchandise in the center of the store. The walls, floor and displays — all a stark white — are interrupted only by the brand’s signature stripes. Strategically placed mirrors in the center of the store reflect these stripes, creating a pleasing optical illusion.
The stars of the store are, of course, the sneakers themselves. The pop-up’s bare decoration allows the customer to focus on the footwear. Ceiling lights are aimed down at the main display in the store’s center,gucci handbag, reflecting off the mirrored blocks the sneakers rest on. Each shoe style is unique in its blocks of color, its placement of the GG logo and its lacing. Even if the $500 to $1,gucci shoe,400 price tags are too much to stomach, the sneakers are satisfying as eye candy.
The SoHo pop-up store will complete its three-week stay in New York City Saturday and will move on to Miami before heading overseas
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