Gucci Launches Online Concept Store

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Gucci has become the latest in amongst many Fashion Brands experimenting with digital fashion trends, technology and UI/UX design to enhance digital experiences and encourage online shopping, with the launch of the Online Concept Store, Vault.

Gucci Vault – Infinite Nested Boxes Video Loop. COURTESY OF GUCCI

The eCommerce Concept Store was launched during Milan Fashion Week, and showcases revitalized vintage Gucci products alongside Capsule Collections by emerging designers. “Imagining Physical while Designing Digital” has been an overarching digital trend for 2021 Fashion and eCommerce Design. Gucci’s digital space was accompanied in physical form with a pop-up store in Milan.

Gucci Vault – Exhibit in Milan. COURTESY OF NSS MAGAZINE

“We called it vault because a vault is a storage place, for beautiful things,” says Alessandro Michele, Creative Director of Gucci.

Vault showcases vintage Gucci products alongside Capsule Collections by emerging designers. The vintage pieces in Vault have been hand selected, reconditioned, and in some cases, customized by Michele and his team. The featured designers are all bright, emerging talent fresh out of college, all complimenting the Gucci aesthetic.

“For the e-commerce platform, each designer has been given a budget and full creative control to shoot a campaign and lookbook for Gucci’s selections”, quoted from Vogue Business. Some of the creatives currently featured are Ahluwalia, Shanel Campbell, Stefan Cooke, Cormio, Charles de Vilmorin, Jordanluca, Yueqi Qi, Rave Review, Gui Rosa, Bianca Saunders, Collina Strada, Boramy Viguier and Rui Zhou.

Gucci Vault – Stop-Motion Product Photography.
COURTESY OF GUCCI

Gucci Vault Website – Homepage.

Gucci Vault – Stop-Motion Product Photography.
COURTESY OF GUCCI

The Vault website is colorful, animated, and reinvents the header menu with a vertical, left-aligned header and hamburger menu, though it’s lacking much navigation. The multicolored stripe background used throughout the website was also seen on the walls of the pop-up shop. The product images utilize a stop-motion effect, using simple coding to dynamically load each individual image. Other interesting UI/UX design elements include animation, video, and other effects to keep their brand fresh.

The pandemic has inspired alternative ways of reaching new audiences. While billions of people worldwide continue to social distance, digital experiences and online communication channels have become more important than ever. More people are shopping online, and many Fashion Brands are revamping old websites and launching new ones to keep their brands at the forefront and on trend. “Imagining Physical while Designing Digital” is an overarching digital trend for 2021 Fashion and eCommerce Design.

Visit Gucci Vault here.