Pop-up stores have been the recurring theme in retail this year but it seems the trend for popping-up may be popping its clogs, to be replaced by something a little cleverer. Frida Giannini, Gucci’s Creative Director, has set the tone, launching the ‘Gucci Icon-Temporary flash sneaker store’, a travelling pop-up shop with a difference.
See more of the limited edition Gucci sneakers
The flash store will travel the world, starting today at Crosby Street in New York, where it’ll rest for two weeks before jetting to Miami in December, to catch the crowds at the art and design fairs. Giannini has enlisted the help of super-producer Mark Ronson, not just to provide the soundtrack (though he’s done this too) but to design a limited edition Gucci Ronson sneaker, one for every leg of the tour.
Alongside Ronson’s offering, 18 styles of limited-edition sneaker are available (16 for men and 2 for women), each incorporating classic Gucci elements like the interlocking G logo and the red and green band. Upping the exclusivity, each pair comes with a silver or gold dog tag and the option of embossing the buyer’s initials onto a leather tag for the laces. The packaging for each pair has been tailor-made for each destination too.
In the speedy world of retail, where shoppers are ever savvier and brands are obliged to innovate and offer something even more special than the month before, Gucci’s answer is a step ahead of the pack.
And, proving they’re inclusive too, for anyone not in range of one of the store’s scheduled stops, Gucci have just released a comprehensive, free iPhone app. As well as giving people the chance to buy a pair of the exclusive Ronson sneakers from their phone, when the store arrives in their city, the Gucci app has a ‘Gucci Beats’ virtual turntable also designed by Ronson for customers to mix their own music and a little black book of Frida Giannini’s favourite shops, restaurants, clubs and hotels around the world.
Limited edition Gucci-Icon sneaker, one of the 18 designs available exclusively at the Gucci-Icon store
Limited edition Gucci-Icon sneaker, one of the 18 designs available exclusively at the Gucci-Icon store
Mark Ronson’s limited edition-designed shoe for the New York leg of the Gucci-Icon store
Limited edition Gucci-Icon sneaker, one of the 18 designs available exclusively at the Gucci-Icon store
Limited edition Gucci-Icon sneaker, one of the 18 designs available exclusively at the Gucci-Icon store
Inside the store on Crosby Street, New York
Inside the store on Crosby Street, New York
Inside the store on Crosby Street, New York
The store front on Crosby Street, New York
-
Fendi celebrates 100 years with all-out runway show at its new Milan HQIn the wake of Kim Jones’ departure, Silvia Venturini Fendi took the reins for a special co-ed A/W 2025 collection marking the house’s centenary, unveiling it as the first act of celebrations within Fendi’s expansive new headquarters in Milan
-
‘Leigh Bowery!’ at Tate Modern: 1980s alt-glamour, club culture and rebellionThe new Leigh Bowery exhibition in London is a dazzling, sequin-drenched look back at the 1980s, through the life of one of its brightest stars
-
Inside the unexpected collaboration between Marni’s Francesco Risso and artists Slawn and SoldierNew exhibition ‘The Pink Sun’ will take place at Francesco Risso’s palazzo in Milan in collaboration with Saatchi Yates, opening after the Marni show today, 26 February
