Smartunit
Video screens for the GUCCI boutique in Moscow
The year 2020 was remembered by the world for the Covid-19 pandemic. For almost three years, restrictions on the operation of shops, salons, transport and other crowded places have been in effect.
The whole world has changed, online activities have received a stunning breakthrough in development. Shopping, business meetings, education, theater performances and fashion shows have moved online.
The whole world has changed, online activities have received a stunning breakthrough in development. Shopping, business meetings, education, theater performances and fashion shows have moved online.
In the midst of Covid restrictions, the creative director of the GUCCI house, Alessandro Michele, presented the GUCCI Epilogue fashion collection in the format of a 12-hour online stream.
This is not just an online show under restrictions, it is a real performance typical of the GUCCI house
This is not just an online show under restrictions, it is a real performance typical of the GUCCI house
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The GUCCI showcase in GUM, installed by the Smartunit team, is a reference to a computer screen with a running stream of the show, a synergy of online and offline space. The fashion collection was demonstrated on video displays, and Alessandro Michele’s text message in English and Russian was quoted in the form of a creeping line on LED screens.
The creeping line format is a reference to the pixel font of the original message from the creative director of the house during the online stream.
Thus, with the help of video displays, GUCCI attracted traffic to the boutique and broadcast an important brand message at the same time.
