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PROJECT OVERVIEW

To celebrate the opening of the new dedicated men’s and women’s flagship stores on Collins Street, Melbourne, Gucci hosted an exclusive cocktail party in store for key media, VIP clients and celebrity guests. 3 Degrees Marketing were engaged to manage the event, PR and graphic design elements for the luxury, Italian fashion house.

CLIENT OBJECTIVES

Officially announce the opening of the latest dedicated men’s and women’s stores to the Melbourne market and national media.

Engage with key customers and media.

Create a memorable Gucci experience for VIP guests.

OUTCOME

The busy CBD store was transformed to include black carpet, media wall, a lighting installation and a custom built barrier, which provided an impressive entry for guests and a visual presence for those passing by in Melbourne’s CBD.

On arrival guests were directed into the women’s store to commence the celebrations, before the men’s store was officially opened by a string of male models in the latest collection.

Inside the women’s store, a striking custom-made floral installation was built drawing inspiration from the FW collection. This inspiration extended to a selection of pastel coloured cocktails and a tailored Italian style menu designed for the evening by Il Bacaro.

The men’s store included a custom branded Gucci games table and a cocktail bar serving traditional lounge style cocktails. DJ’s played in both stores from custom designed, gold DJ booths to match the feature bars.

A broad range of media supported the opening with social media posts across various platforms, as well as features in publications The Age, Sunday Herald Sun, Vogue Australia, RUSSH, GQ and The Daily Mail.