Gucci launches new geo-based content campaign for cultural locations tied to the house

Chatsworth House in England is the first location in the Gucci Places campaign

Chatsworth House in England is the first location in the Gucci Places campaign

Gucci has unveiled a new content campaign dedicated to exploring the locations around the world that have inspired the brand over the years.

Gucci Places, as it’s called, promises to reveal a line-up of “special locations that hold a cultural connection to Gucci, revealing extraordinary beauty and spellbinding stories”.

At the heart of that is a new section on the brand’s app that features content of each venue, including text, images and videos, as well as detail of any upcoming events. Users will also receive a notification when they are in proximity of a Gucci Place, giving them the opportunity to “check in” to win an associated badge.

First up is English stately home, Chatsworth, home to the Duke and Duchess of Devonshire, where Gucci is currently sponsoring an exhibition curated by Vogue’s Hamish Bowles, which showcases clothing from the past 500 years belonging to the family.

“Fascinated with British culture, from punks to English gardens, creative director Alessandro Michele cites ‘a British attitude’ in his work – and after shooting the Cruise 2017 campaign in the House and grounds, identified Chatsworth as a natural partner for Gucci,” reads the write-up.

The house was revealed via an illustrated short video on social media (as above), driving users to the app and brand website to explore it further. That creative work is also representative of a series of exclusive products created as part of the Gucci Places initiative. Each piece features Chatsworth and Gucci Places patches and will be on sale only at the Chatsworth store, and Gucci’s Sloane Street store in London.

Gucci Places

Gucci Places