Welcome to Gucci Wooster

May 6 marks the opening of an extraordinary hub of creativity and innovation: Gucci will open its first ever store in SoHo, New York at 63 Wooster Street. The bohemian and eclectic spirit of Gucci is magnificently embodied in Gucci Wooster, the latest destination created by the House, following Gucci Garden that opened in Florence earlier this year. The Italian brand has made sure to connect with the artistic heritage of this unique urban district that, during the 1970s and 80s, epitomized a freewheeling attitude to music, film, literature, fashion and art.

Welcome to Gucci Wooster

May 6 marks the opening of an extraordinary hub of creativity and innovation: Gucci will open its first ever store in SoHo, New York at 63 Wooster Street. The bohemian and eclectic spirit of Gucci is magnificently embodied in Gucci Wooster, the latest destination created by the House, following Gucci Garden that opened in Florence earlier this year. The Italian brand has made sure to connect with the artistic heritage of this unique urban district that, during the 1970s and 80s, epitomized a freewheeling attitude to music, film, literature, fashion and art.

Welcome to Gucci Wooster

May 6 marks the opening of an extraordinary hub of creativity and innovation: Gucci will open its first ever store in SoHo, New York at 63 Wooster Street. The bohemian and eclectic spirit of Gucci is magnificently embodied in Gucci Wooster, the latest destination created by the House, following Gucci Garden that opened in Florence earlier this year. The Italian brand has made sure to connect with the artistic heritage of this unique urban district that, during the 1970s and 80s, epitomized a freewheeling attitude to music, film, literature, fashion and art.

Formerly a pencil factory, Gucci Wooster is located in a 155-year-old landmark-protected building and occupies a full city block, from Wooster Street (hence the name) to West Broadway. Taking up nearly 930 square meters, the design concept was conceived exclusively for this location to maintain the integrity of the original framework. The restored brickwork, wooden floors, tin ceiling, and iconic columns highlight the intricate cast-iron architecture that characterizes SoHo. Three different hand-painted floor designs by Italian artisans introduce color and pattern in the most European way, while original steel tiles speak to the neighborhood’s industrial history. Bold colors of turmeric orange and burgundy Guccify the interior, while seating is covered in Gucci prints and fabric. Luggage carts, freestanding furniture with stone inlay and vintage pharmacy fixtures display products throughout the space.

Formerly a pencil factory, Gucci Wooster is located in a 155-year-old landmark-protected building and occupies a full city block, from Wooster Street (hence the name) to West Broadway. Taking up nearly 930 square meters, the design concept was conceived exclusively for this location to maintain the integrity of the original framework. The restored brickwork, wooden floors, tin ceiling, and iconic columns highlight the intricate cast-iron architecture that characterizes SoHo. Three different hand-painted floor designs by Italian artisans introduce color and pattern in the most European way, while original steel tiles speak to the neighborhood’s industrial history. Bold colors of turmeric orange and burgundy Guccify the interior, while seating is covered in Gucci prints and fabric. Luggage carts, freestanding furniture with stone inlay and vintage pharmacy fixtures display products throughout the space.

Formerly a pencil factory, Gucci Wooster is located in a 155-year-old landmark-protected building and occupies a full city block, from Wooster Street (hence the name) to West Broadway. Taking up nearly 930 square meters, the design concept was conceived exclusively for this location to maintain the integrity of the original framework. The restored brickwork, wooden floors, tin ceiling, and iconic columns highlight the intricate cast-iron architecture that characterizes SoHo. Three different hand-painted floor designs by Italian artisans introduce color and pattern in the most European way, while original steel tiles speak to the neighborhood’s industrial history. Bold colors of turmeric orange and burgundy Guccify the interior, while seating is covered in Gucci prints and fabric. Luggage carts, freestanding furniture with stone inlay and vintage pharmacy fixtures display products throughout the space.

Housing women’s and men’s ready-to-wear, jewelry, accessories, and décor, the Wooster Street space will be the first in the world to feature the new Gucci DIY assortment, including unique lettering in a variety of fabric and color combinations on unisex luggage and the iconic Ace sneaker. Gucci Wooster will also be the first to preview the new Gucci-Dapper Dan collection two months prior to other locations. This next phase of the collaboration with the Harlem tailor, who built a cult following in New York in the 1980s and early 1990s, takes its cue from his archive and re-imagines the types of garments and accessories for which he is known for in Gucci’s luxury materials.

Housing women’s and men’s ready-to-wear, jewelry, accessories, and décor, the Wooster Street space will be the first in the world to feature the new Gucci DIY assortment, including unique lettering in a variety of fabric and color combinations on unisex luggage and the iconic Ace sneaker. Gucci Wooster will also be the first to preview the new Gucci-Dapper Dan collection two months prior to other locations. This next phase of the collaboration with the Harlem tailor, who built a cult following in New York in the 1980s and early 1990s, takes its cue from his archive and re-imagines the types of garments and accessories for which he is known for in Gucci’s luxury materials.

Housing women’s and men’s ready-to-wear, jewelry, accessories, and décor, the Wooster Street space will be the first in the world to feature the new Gucci DIY assortment, including unique lettering in a variety of fabric and color combinations on unisex luggage and the iconic Ace sneaker. Gucci Wooster will also be the first to preview the new Gucci-Dapper Dan collection two months prior to other locations. This next phase of the collaboration with the Harlem tailor, who built a cult following in New York in the 1980s and early 1990s, takes its cue from his archive and re-imagines the types of garments and accessories for which he is known for in Gucci’s luxury materials.

Gucci Wooster is the brand’s chance to explore fresh new approaches by adopting an innovative team structure where visitors will be helped by a cast of ambassadors. These “Gucci Connectors” will be storytellers, whose focus is engaging customers in the brand’s unique narrative. Seamlessly melding past and present, Gucci Wooster will also introduce custom video technology: In addition to an interactive LED wall, the space will debut a 3D video display.

These innovative screens feature glasses-free 3D technology and will immerse viewers into the realm of Gucci. In homage to the culturally rich artistic heritage of SoHo, Gucci is collaborating with icons that have transcended the passage of time and align with the Houses’ distributive spirit. John “Jellybean” Benitez, a fixture of the New York City club culture during the 1980s and producer of some of Madonna’s early works, will take up a musical residency at Gucci Wooster, curating the playlist for the space through early 2019. Andy Warhol’s Interview Magazine, whose heritage began and remains in SoHo, will re-print limited pieces of the historic December 1985 Music Issue featuring Madonna on the cover.

For the opening, the screening room will feature an original film produced in collaboration with Frieze and directed by Wu Tsang as well as a short prelude directed by Adam Csoka Keller. The film is part of a series celebrating the 30th anniversary of the Second Summer of Love — the explosion of electronic music and rave culture around the world in 1988-1989. Tsang’s film specifically explores house music in New York, offering Gucci Wooster the pleasure of linking space, time, art and culture…

#GucciWooster

Gucci Wooster is the brand’s chance to explore fresh new approaches by adopting an innovative team structure where visitors will be helped by a cast of ambassadors. These “Gucci Connectors” will be storytellers, whose focus is engaging customers in the brand’s unique narrative. Seamlessly melding past and present, Gucci Wooster will also introduce custom video technology: In addition to an interactive LED wall, the space will debut a 3D video display.These innovative screens feature glasses-free 3D technology and will immerse viewers into the realm of Gucci. In homage to the culturally rich artistic heritage of SoHo, Gucci is collaborating with icons that have transcended the passage of time and align with the Houses’ distributive spirit. John “Jellybean” Benitez, a fixture of the New York City club culture during the 1980s and producer of some of Madonna’s early works, will take up a musical residency at Gucci Wooster, curating the playlist for the space through early 2019. Andy Warhol’s Interview Magazine, whose heritage began and remains in SoHo, will re-print limited pieces of the historic December 1985 Music Issue featuring Madonna on the cover.For the opening, the screening room will feature an original film produced in collaboration with Frieze and directed by Wu Tsang as well as a short prelude directed by Adam Csoka Keller. The film is part of a series celebrating the 30th anniversary of the Second Summer of Love — the explosion of electronic music and rave culture around the world in 1988-1989. Tsang’s film specifically explores house music in New York, offering Gucci Wooster the pleasure of linking space, time, art and culture…

#GucciWooster

Gucci Wooster is the brand’s chance to explore fresh new approaches by adopting an innovative team structure where visitors will be helped by a cast of ambassadors. These “Gucci Connectors” will be storytellers, whose focus is engaging customers in the brand’s unique narrative. Seamlessly melding past and present, Gucci Wooster will also introduce custom video technology: In addition to an interactive LED wall, the space will debut a 3D video display.These innovative screens feature glasses-free 3D technology and will immerse viewers into the realm of Gucci. In homage to the culturally rich artistic heritage of SoHo, Gucci is collaborating with icons that have transcended the passage of time and align with the Houses’ distributive spirit. John “Jellybean” Benitez, a fixture of the New York City club culture during the 1980s and producer of some of Madonna’s early works, will take up a musical residency at Gucci Wooster, curating the playlist for the space through early 2019. Andy Warhol’s Interview Magazine, whose heritage began and remains in SoHo, will re-print limited pieces of the historic December 1985 Music Issue featuring Madonna on the cover.For the opening, the screening room will feature an original film produced in collaboration with Frieze and directed by Wu Tsang as well as a short prelude directed by Adam Csoka Keller. The film is part of a series celebrating the 30th anniversary of the Second Summer of Love — the explosion of electronic music and rave culture around the world in 1988-1989. Tsang’s film specifically explores house music in New York, offering Gucci Wooster the pleasure of linking space, time, art and culture…

#GucciWooster

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