Gucci announces the arrival of a brand new series of Gucci Pop-Ups, the ephemeral stores providing a captivating shopping experience, dedicated to the adidas x Gucci collection starting from June 7.
Showcasing the products in an immersive, dedicated environment which reflects Gucci’s unconventional approach to luxury fashion, the initiative is aimed at connecting and engaging with clients over the world and their surrounding communities and debuts now in Selfridges, London.
adidas x Gucci merges the emblems of the House with those of the iconic sportswear brand. Anticipated by the first adidas x Gucci lookbook, the collection expands on the sartorial streetwear creations that debuted on the runway with a spectrum of sport-inspired pieces, distinguished by the same retro aesthetics of the show. With the heritage of both brands encoded in a trio of lines, a fixation on stripes plays out across ready-to-wear and accessories including Gucci’s own take on the famous adidas Gazelle sneaker.
The creativity of the dedicated Pop-Ups plays on the kaleidoscopic aesthetics of the collection. The space is defined by a perimeter of illuminated pointed arches complemented by vintage-inspired furniture. Elements featured within the set – up are fully coated in an energetic retro print taken from the collection combining the GG monogram with the sportswear brand Trefoil that find synergy amplifying two legacies.