How Gucci reshaped the future of fashion experiences with their Gucci Circolo
At The Drum Awards for Experience 2022, XYZ and Hotel Creative won in the Event Production of the Year category for their Gucci Circolo entry. Here, we find out more about what went into this successful work.
Gucci Circolo
The brief
Gucci wanted to mark its 100th anniversary by creating an immersive activation that showcased its ongoing commitment to redefining luxury, whilst celebrating the creativity, innovation, and craftsmanship at the core of its values. The Italian fashion house engaged agencies XYZ and Hotel Creative to deliver a truly interactive brand house that touched every sense. The aim was to deliver customer engagement, awareness, and commercial activity across relevant marketing channels. The campaign also needed to create an authentic brand house that mixed retail and leisure, encompassing music and London’s creative communities, as well as key collections that could be purchased throughout.
The idea
Running from October to December 2021, Gucci Circolo Shoreditch invited patrons to immerse themselves into a multi-dimensional activation, that was a fusion of a luxury boutique, intimate Gucci Café, hand-crafted bookstore, and immersive Listening Lounge. Entry to the space was by appointment only, transporting visitors into a celebration of the iconic Gucci style across three distinct phases. Visitors were also given the opportunity to explore and purchase the “Gucci 100”, a special one-off collection designed by the creative director of Gucci, Alessandro Michele.
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XYZ partnered with long-term collaborators Hotel Creative to deliver the 12-week, three-staged project. The journey began with the “Gucci 100” collection, showcasing ready-to-wear clothes, footwear, and accessories, celebrating the house’s centenary.
Inside Gucci Circolo, visitors were introduced to the collection via a personal shopping experience by trained Gucci sales agents in a stunning boutique, using a timed slot booked via our online ticketing platform.
The journey continued to a bespoke bookstore curated by London’s cult librarians IDEA, where visitors could peruse a handpicked collection of rare fashion, art, and photography books. Featuring dark wood-paneled walls and Gucci’s own glade print wallpaper, private events were hosted, including a screening of ‘House of Gucci'.
Venturing upstairs, the Gucci Café welcomed visitors for relaxation, co-working and even classes with local primary schools invited into the space. Exploring further revealed the intimately soundproofed Listening Lounge, where guests could listen to vinyl playlists from iconic friends of the brand, including Billie Eilish, Arlo Parks, Phoebe Bridgers, Florence Welch, and Sir Elton John. The chameleon-like space evolved to reflect the eclectic inspirations that help Gucci remain one of the world’s foremost fashion houses, creating a compelling immersive experience to celebrate Gucci’s 100th year.
The results
- 5,500 visitors
- 1,500 sales appointments booked with the team
- 17.5m impressions and 35k engagements through paid media
- Via social media, it generated over €4.5m generated in equivalent media value, logging 2.1m engagements and 18m followers
- Over 1,500 new client prospects were created, which converted into over €1m of sales from the space
- Significant positive coverage across both traditional media and social
This campaign was a winner at The Drum Awards for Experience in 2022. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.
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