Hand-painted vases, velvet sofas, leather and upholstered armchairs, embroidered cushions, flowery pieces of china… Gucci Décor’s store is like entering paradise for those who love comfort, cosiness, and exclusivity. Adorned with colourful wallpapers featuring patterns, animals, and flowers, the temporary space at Via Santo Spirito presents a well-curated selection of objects, ranging from furniture to cutlery and dinner sets, many of which are emblazoned with Gucci’s lexicon – its famous double G monogram as well as its better-known motifs.
In addition to these, Gucci’s app (for Apple devices) also takes users to historical places such as the Pinacoteca Ambrosiana library or the Piazza Affari so they discover Milan in a unique way. In those places, users will find some of the furniture pieces exhibited in Gucci Décor’s shop ‘magically appear’ on their screens as giant sculptures together with some information about the product. A revolutionary action mixing artisanal craftsmanship and augmented reality (AR) technology.
But that’s not all. Following the AR technology, Gucci has also developed another function in its app so users can envision how would a specific item of the collection – be it an armchair or a sofa – look like in a particular space – your home, your mother’s, or your partner’s. Sounds like you can start playing a real-life The Sims with the furniture you always wished for.