GUCCI UNVEILS PHASE TWO OF GUCCI CIRCOLO SHOREDITCH – TRANSFORMING THE MULTISENSORY SPACE INTO THE HOME OF ‘THE HACKER PROJECT’ IN LONDON
London, 15th November - A month after opening its doors, Gucci Circolo Shoreditch – the immersive temporary retail space in the heart of East London – enters an exciting new phase. The location re-emerges fully transformed in celebration of ‘The Hacker Project’, a merging of codes between Balenciaga and Gucci. An exploration on ideas of authenticity and appropriation within the fashion industry, The Hacker Project was originally presented as part of Alessandro Michele’s Aria collection in April 2021.
The former residential building on London’s Chance Street that houses Gucci Circolo Shoreditch has been reinvented from the inside out: its exterior walls have been covered in an eye-catching creative featuring both the GG monogram and Balenciaga’s logo. Crossing the threshold, guests are greeted with a vibrant entryway which paves the way into the world of ‘The Hacker Project’.
The central ground floor retail space is unrecognisable from its former iteration: now, with GG monograms covering the floor and towering reflective silver installations displaying the collection. Emblematic styles come together to create something new — from the Gucci Jackie 1961 in GG Supreme print emblazoned with a diagonal Balenciaga logo print and the Balenciaga Triple S Sneakers reimagined with Gucci’s Flora print.
Visitors can capture their own Aria runway experience in an immersive space that mirrors the cameras and flashbulbs, alongside a wall of flora and fauna, as seen on the Aria runway in the film debut of the collection.
Upstairs, the Gucci cafe – a space that has welcomed the city’s creatives since opening – and the listening lounge, with music personally selected by some of the world’s most genre defining and exciting emerging musical artists, remain intact, offering moments of connection and inspiration for all those who visit.
The store will remain open in its current form until 5th December 2021 when it will enter its third and final phase.