A new way to experience the eclectic and creative philosophy of the House, presenting Gucci Wooster.
During the 70s and 80s SoHo’s neighborhood represented a freewheeling attitude to music, film, literature, fashion and art, acting as a magnet for creatives including Jean Michel Basquiat, Andy Warhol, Keith Haring and Blondie’s members. That spirit weaves through Gucci’s new, nearly 10,000 square feet Wooster space, in a design conceived exclusively for this location to maintain the atmosphere of its 155-year-old building. Inside, visitors will interact with ‘Gucci Connectors’—whose focus is to connect clients to Gucci in a new, emotional way to discover the House’s latest products and collaborations.
Gucci Wooster also features a screening room with custom 3D screen technology, headphones and armchairs in turmeric velvet. For the opening, the room will feature the first of a four-part film/documentary series produced in collaboration with Frieze and shot by director Wu Tsang. The multi-sensorial space also features a preview of the new Dapper Dan – Gucci collection before its worldwide launch and a music residency by John “Jellybean” Benitez, a fixture of the New York City club and music culture since the 80s. Gucci Wooster has a dedicated in-store Gucci app utilizing augmented reality allowing the customer to point a provided iPad’s or iPhone’s camera at the tote and sneaker, customise it, and see it in a real-world setting.