GUCCI Copenhagen. Unforgettable.

Combining Gucci’s rich brand history and its more recent projects like The Vault, this new immersive space will create a place for artists, shoppers, and the brand to interact. Rather than a traditional retail space, the store will be set up as a museum with each alcove representing a different era explored in the Gucci 100 collection. Inspired by history-defining musical performances, each room will be an immersive musical experience with AR headsets and virtual shopping mirrors or shop GUCCI products from that decade. Designed by Lindsay Boyd (co-ideation, brand history and marketing strategy) in collaboration with Sarah Green, Addison Joost and Cammie Kamis.