The temporary store will be set up for two weeks in six or seven locations. Some of the locations are New York, Paris, Berlin, Hong Kong and Tokyo. The store will feature 18 exclusive sneaker designs; 16 for men and 2 for women. The line is being called "Gucci Icon-Temporary"
Patrizio di Marco, Gucci’s chief executive officer, told WWD that he has no concerns about the pop-up shopa diluting Gucci's luxery brand status within the fashion world. "This is a very controlled, brand-enhancing initiative that will appear for just two to three weeks in just six to seven cities...An initiative such as this one will simply serve to enhance the brand’s reputation as a fashion authority and innovator.”
The brand has even called upon DJ/producer Mark Ronson to create a unisex sneaker for each city, available in only that city.
Photo provided by Draper's Online.
Written by: Kate Murphy