Gucci’s Cosmos Exhibition Transcends Traditional Fashion Retrospectives
Gucci’s Cosmos exhibition, curated by fashion historian Maria Luisa Frisa and conceived by Es Devlin, aims to break the mold of traditional fashion retrospectives. The exhibition celebrates Gucci’s iconic designs and focuses on generating emotion through the use of technology. From historical visual tricks that fascinated Guccio Gucci to contemporary innovations, the exhibition explores the intersection of fashion, technology, and human relationships.
An Immersive Journey Through Gucci’s History
Visitors begin their journey at the exhibition by entering a reproduction of the elevator where Guccio Gucci worked as a bellboy at London’s Savoy Hotel. Video screens behind two-way mirrors create an illusion of movement as the elevator appears to travel up the hotel’s seven floors. Accompanied by a captivating soundtrack, this immersive experience transports visitors back in time.
Innovation Meets Tradition
The exhibition also showcases a modern-day innovation in its “Two” space. Monumental statues act as blank canvases for projections of suits designed by former Gucci creative directors Tom Ford, Frida Giannini, and Alessandro Michele. These digital renderings bring to life iconic designs and demonstrate the intersection of technology and fashion.
From Zoetropes to Virtual Reality
Another highlight of the exhibition is an immersive reimagining of a zoetrope—an old-school animation device. Visitors enter a circular room where screens play footage of a galloping horse on repeat, accompanied by rhythmic sounds. This experience pays homage to Gucci’s equestrian heritage.
Embracing the Metaverse
Gucci’s recent activations in Roblox and Zepeto demonstrate its embrace of virtual experiences. By translating its Milan Fashion Week debut onto these platforms, Gucci aims to connect with the Gen-Z audience and explore new ways of engaging with fashion.
Hot Take: Gucci’s Cosmos Exhibition Redefines Fashion Retrospectives
Gucci’s Cosmos exhibition challenges the conventions of traditional fashion retrospectives by combining technology, emotion, and immersive experiences. Through innovative use of projection mapping, historical references, and virtual platforms, Gucci creates a multi-dimensional exploration of its iconic designs and heritage. The exhibition not only celebrates Gucci’s past but also looks to the future, embracing the metaverse and finding new ways to engage with audiences. By recontextualizing fashion within the history of technology and civilization, Gucci invites visitors to embark on a captivating journey through time and creativity.
Source: Decrypt
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