Gucci has released another film in its Gucci Guilty series once again directed by Sin City creator, Frank Miller, and starring actors Evan Rachel Wood and Chris Evans.
This time celebrating the launch of its new Guilty Black men’s and women’s fragrances, it sees Evans riding towards the camera on a black Norton 750 motorcycle. He is shortly forced to a halt as Woods’ Rolls Royce Silver Cloud swerves ahead of him, then inviting him in for somewhat of a midnight liaison.
“His danger-loving vixen is chasing her game. And this time their pleasure knows no boundaries,” reads the write-up. “Fearless in their passion, they are brazen, shameless, unpredictable – ready for each and every explosive encounter.”
It was shot at Cinecittà Studios, the legendary home of Italian cinema, and once again features the soundtrack Strangelove by Friendly Fires and Bat for Lashes.
Creative Director Frida Giannini said: “These characters have come to fascinate us. We need know the next chapter in their story as it unfolds through Guilty Black.”
Watch the original here:
An interesting table here detailing some of the top brand users on Instagram. Note the presence of luxury companies including Burberry, Gucci, Tiffany & Co and Hermès.
Burberry scoops the prize for highest number of photos from this list, but it’s perhaps more interesting to note the level of engagement being achieved from Nike in terms of both likes and comments.
The photo-sharing and photo-filter app has grown from 15m users in early 2012 to 80m in July. That’s an increase of more than 400% in just seven months. Brands have taken note – according to Simply Measured, who released the table above, 40% of the brands listed in Interbrand’s Top 100 now have their own Instagram accounts (this compares with 90% for Facebook and Twitter, but Instagram is of course, only two years old).
Both Fiat and Citroen turned to the fashion industry for inspiration with new video campaigns this week.
A celebration of the ongoing collaboration between Italian brands Fiat and Gucci, the first is a short directed by Chris Sweeney that appeared on Nowness.com. Based on the idea of plastic model kit cars, it features shoes, bags and perfume bottles being transformed into auto parts including a steering wheel and car exhaust.
“It’s an extreme, austere fashion version of Charlie and the Chocolate Factory or Wallace and Gromit, which are very playful, silly, colorful and magic,” explained Sweeney of the film, which he created with Italian Vogue’s Franco Sozzani and Purple magazine’s Olivier Zahm.
The Fiat 500 by Gucci car itself was customised by the fashion house’s creative director Frida Giannini, with a signature red-green stripe down its side and the “Guccissima” leather print on the seats.
Meanwhile, Citroën has released a series of images and a film in the build-up to its formal unveiling of its Numéro 9 concept car at the Beijing Auto Show next week.
Shot by Laurent Nivalle in Paris, they take their inspiration from the fashion industry, reports PSFK, with the stills in line with magazine editorial, and the film on par with a lifestyle piece that places the car more as a background element.
The Numéro 9, while just a show car, is said to underline Citroën’s focus on styling with the forthcoming launch of its upmarket ‘fashion cars’ – the DS3, DS4 and DS5 – in Beijing.
This is a great idea for a video short: the new Gucci collection as seen through the eyes of creative director Frida Giannini.
In other words, it’s Giannini narrating through some of her favourite looks from the recent Milan Fashion Week show.
It’s a highly informative piece of content that also feels very exclusive, better yet it was no doubt very easy to put together too:
Gucci is encouraging consumer interaction in its retail stores with the launch of a new immersive experience using groundbreaking technologies developed by experience design company OOOii.
Unveiled at its newly-renovated Milan via Montenapoleone flagship last week, the initiative includes 50 LCD video wall displays from Planar Systems tiled throughout the store that from 2012 will enable natural human-computer interaction.
Patrizio di Marco, Gucci’s president and CEO, said: “This multi-year Immersive Retail Experience initiative underlines our belief in the growing importance of creating highly impactful and sharable brand experiences across all of Gucci’s platforms and touch points by taking advantage of rapid advances in digital technology. The all-round sensory experience that a customer will now feel when approaching and entering our Montenapoleone store will create an unprecedented level of engagement.”
Three zones have been created in the store: the Immersive Window Display, the Immersive Entrance Display and the Immersive Women’s and Men’s Fashion Show Displays. Each one will showcase curated digital content.
In a second phase planned for 2012, additional functionalities will be introduced which will enable shoppers to interact via motion with the digital content they are viewing.
Inspired by the film Minority Report (on which OOOii also worked), simple hand gestures will enable consumers to pause, rewind and search what’s in front of them. They will also be able to receive images on their mobiles and send notifications to sales assistants in order to reserve items.
Kent Demaine, founder and CEO of OOOii, said: “For years Hollywood has perfected the art of merging virtual content into the physical world where the two appear to coexist. For Gucci, we have moved these techniques onto a scalable architecture so that this process can happen in real time. The ultimate goal is to allow consumers to explore the world of Gucci in effortless and highly engaging ways, while simultaneously allowing the brand to learn from this participation thereby informing the creation and presentation of future content.”
The technology will be progressively introduced to Gucci’s other stores worldwide over the next two years.