Gucci Store Transforms Into A Sea Of Red Yarn

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Gucci Store Transforms Into A Sea Of Red Yarn
November 18, 2016

Though a new creative initiative called ‘4 rooms’, gucci is fusing the worlds of fashion and art, presenting the amalgamation of the two in both virtual and physical realms. The luxury brand’s creative director, alessandro michele, asked four international artists to realize an installation within the gucci ginza store in tokyo. These physical spaces — each thematically linked to the fashion house’s key motifs — have then been projected online, offering an immersive digital episode for virtual viewers to experience remotely.

 

One of the ‘Gucci 4 rooms’ — the ‘herbarium’ — has been conceived by artist chiharu shiota. the Japanese creative has transformed her space into a panoramic expanse filled with a grid of red yarn that wraps around domestic objects and gucci accessories.

Though a new creative initiative called ‘4 rooms’, Gucci is fusing the worlds of fashion and art, presenting the amalgamation of the two in both virtual and physical realms. The luxury brand’s creative director, alessandro michele, asked four international artists to realize an installation within the Gucci Ginza store in Tokyo. These physical spaces — each thematically linked to the fashion house’s key motifs — have then been projected online, offering an immersive digital episode for virtual viewers to experience remotely.

 

One of the ‘Gucci 4 rooms’ — the ‘Herbarium’ — has been conceived by artist Chiharu Shiota. The Japanese creative has transformed her space into a panoramic expanse filled with a grid of red yarn that wraps around domestic objects and Gucci accessories.

 

Chiharu shiota’s ‘herbarium room’ is drawn from her own artistic practice, and integrates elements of gucci’s emblematic botanical motifs — like branches, leaves and flowers. More than 28 kilometers of red yarn forms an immersive labyrinth that resembles a giant spider web. this network of cables canopies above old-fashioned domestic items like a bed and sofa, each printed with floral symbols and patterns. Placed on the furniture are gucci bags, wallets and leather goods. Shiota’s physical installation is projected as a virtual experience online, where site visitors can interact with the objects and engage with the artwork through an accompanying 360° video. The installation is on view at the Gucci Ginza store from now through november 27, 2016.

Gucci fuses the worlds of fashion and art for its ‘4 rooms’ project 
Image © Chiharu Shiota / Courtesy of Gucci
The ‘Herbarium’ has been conceived by artist Chiharu Shiota
Image © Chiharu Shiota / Courtesy of Gucci
The Japanese artist has transformed her space into an immersive expanse filled with a grid of red yarn
Image © Chiharu Shiota / Courtesy of Gucci
The thread wraps around domestic objects and Gucci accessories
Image © Chiharu Shiota / Courtesy of Gucci
The installation integrates elements of Gucci’s emblematic botanical motifs
Image © Chiharu Shiota / Courtesy of Gucci
Placed on the furniture are Gucci bags, wallets and leather goods
Image © Chiharu Shiota / Courtesy of Gucci

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