Gucci’s New Digital Platform Let’s You Design Virtual Sneakers
Gucci’s latest launch, Gucci Sneaker Garage is a platform introduced to bridge the physical and digital divide of the luxury world. Creative Director Alessandro Michele has designed the label’s first ever digital sneaker titled as “Gucci Virtual 25.”
Accessible through the Gucci app, the digital space is a home for gaming, art, stories, and more, including a virtual fitting room for trying on shoes. The users will be able to create their own digital sneaker based on parts of existing models and these pairs can then be “tried on” by users with augmented reality.
Using the sneaker generator, you have the ability to implement various elements the house is known for, mixing and matching uppers, soles, and branding. Once complete, you can then add your creation to virtual avatars on platforms such as Roblox and VRChat.
A group of artists, including Helen Kirkum, Michael Cutini, Mattias Gollin, Rudy Lim, Bodega Rose, Haram With Sugar, Ghica Popa, Jemma Mason, Christopher Chan, Pix Sellers, Delphine Dénéréaz, and Trevor Andrew were invited by the Italian label to use the eclectic sneakers as a blank canvas to express their creativity. Using multiple mediums, each of the artists addressed the materiality of the shoes, overcoming their functionality to reflect on their cultural and symbolic significance.
Take a look at their artworks below.
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Also read: Gucci’s “Fake Not” Collection