MILAN — Gucci is setting up mini-theater installations at its stores in Beverly Hills and on New York’s Fifth Avenue from July 7 to 28.
Starting from the brand’s Le Marché des Merveilles collection of jewelry, characterized by a feline head motif, Gucci commissioned Thai illustrator Phannapast Taychamaythakool to create a book of imaginative fairy tales, based on three fairytales written by Aracha Cholitgu.
An illustration by Phannapast Taychamaythakool for Gucci.
Gucci’s creative director Alessandro Michele met the illustrator via Instagram and invited her to contribute to the #GucciGram Tian digital talents project in 2016.
The tales form three chapters of a story about a “Wonder Factory” where animals create the line’s jewels.
A Gucci Le Marché des Merveilles ring.
Phannapast’s illustrations will form the scenes as in mini-theater sets in the stores. The jewelry collection will also be showcased in these installations presenting the entire range, which includes necklaces, bracelets, earrings, rings and hand accessories in 18-karat gold or sterling silver adorned with precious stones or colored enamels.