Gucci has gone high tech with the launch of its new online flagship boutique today. The shiny new website features a host of extras for fans, including a virtual front row seat at Milan Fashion Week, hologram window displays, instore iPad stations, and a brand new welcome video.
Gucci creative director Frida Giannini has overseen the development of the website, which has been some 18 months in the making. During that time Gucci has experimented with cutting edge technology to create an experience reminiscent of real world shopping in one of the brand’s global flagship store.
To celebrate the launch, Gucci fans can sign up for an e-ticket to the women’s spring/summer 2011 fashion show which will hit Milan on September 22. This is the first event hosted by Gucci Connect, a channel which looks to take live fashion show streaming to the next level. Home viewers can share their own web videos and interact via social networking, as well as viewing the event from anywhere in the world.
Once I finally accessed it the new Gucci site looked impressive, but I wasn’t so thrilled by the long loading times. Hopefully this is just a symptom of high traffic during the launch and things will settle down soon. After all, no matter how wonderful the website, no one’s going to spend all day waiting to see it.
