- Gucci launches new designs in experimental vintage concept store
- 13 young designer labels are presented at Vault
- Selected collections and collaborations ensure exclusivity
Experimental concept store for vintage shoppers
The new project from Gucci's Creative Director Alessandro Michele is the online concept store "Vault" , which puts the online shopping experience on a new level. Inspiration has been taken from the fashion house's 100-year of history. This gave rise to the idea of bringing together people from very different backgrounds and objects from the past, today and tomorrow. Vault is Gucci's treasure chest offering special pieces to their customers. The reconditioning of the vintage parts is particularly important for that.
Source & Copyright by Vault © Guccio Gucci SpA
Fresh impulses from young designers
In addition, the luxury brand promotes the young designer scene by giving thirteen international newcomer labels a stage. Among them are Ahluwalia, Bianca Saunders, Boramy Viguier, Charles de Vilmorin, Collina Strada, Cormio, Gui Rosa, Jordanluca, Rave Review, Rui Zhou, Shanel Campbell, Stefan Cooke and Yueqi Qi. With the collaborations, the fashion house is also pursuing the goal of serving the demand of Generation Z consumers, who are picking up the luxury segment.
Exclusivity creates curiosity
The Comme des Garçon x Gucci Tote Bag was recently unveiled on Vault and was sold out almost instantly. A special feature in the concept store is therefore the high exclusivity . Selected collections throughout the year are presented in limited numbers. The willingness to experiment continuously arouses the curiosity of the consumer, who is waiting for Vault's next collaboration. In addition, rarity is created through tailor-made items and unique “made-to-measure” packaging, in order to support the online shopping experience.
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