Gucci Temporary Pop-up Store Opening Soho, New York!
The Fashion House Showcase Exclusive Ronson Inspired Footwear!
When we were informed about the Gucci temporary pop-up store opening in Soho, New York on Friday we knew it was an event that we had to attend, only trouble was we were an ocean and a good few miles away. So we brought in our New York Dropout connection to get down to the event...
When the going gets tough, the tough launch iPhone applications (See our article in the Features section) and sneaker collaborations. That, at least, is the approach creative director Frida Giannini is taking at Gucci. My favourite fashion house took over New York to unveil both a new app and a shoe designed with input from Mark Ronson, the music producer and modern day fashion icon. Ronson's limited-edition creation — a tricolor Top-Sider/high-top hybrid — received the MVP treatment Friday night at the brand's new Soho pop-up shop, a minimalist space devoted to some of the fanciest footwear you will never see being used for athletic purposes . The fashion house will unveil more Ronson designs at temporary sneaker stores in Miami, Tokyo and our very own London in the coming months.
The night was orientated around Gucci showcasing and justifying why they are the most innovative, 'in-touch' brand in the world. Frida was on form, whilst Mark worked the room talking to celebrity and media attendees. I tried to take out my camera, but was told to 'put that thing away' before I could even take it out of its casing. Security were efficient!
Despite the trainer's appearance, Ronson insisted that he didn't necessarily have preppy or patriotic associations in mind. "I think red, white, and blue always works—classic vintage, like Vuarnet, and things like that," he explained. "After wearing boots for the past few years and just killing my feet, it feels really nice to wear these. They feel good. They feel expensive." Giannini, for her part, said she prefers to wear sneakers on the sly. "On the weekend, yes. And only when there are no journalists or photographers around." In other words, absolutely not on a night like this.
Ronson's kicks were hardly the only options on display in the store. A pair of gold women's running shoes sparked Evan Rachel Wood's imagination. "If you ran really fast, it'd probably look like a giant gold sparkly circle," she mused. It's a notion that ought to appeal to a few of the event's attendees. Before the crowd moved on to the after-party at the Bowery Hotel — where Ronson performed with his pop-up band, Chauffeur — Mischa Barton, Mary J. Blige, Wyclef and Claire Danes had all come by the Crosby Street, Soho boutique to size up the footwear.
All in all I think it was a successful night as the creative team did a great job with the collection of footwear and the simple, yet rich design of the 'temporary pop-up shop'. I'm not sure if it will be flooded with buyers come official opening, but I do believe it has reinforced the company's profile as a fashion power house, who are capable of reacting to fashion trends and changing promotional strategies.
The only thumbs down was that they did not offer guests a pair of trainers to 'sample'. Lets hope London and Tokyo are a little more generous....