Gucci is taking over the walls of New York & Milan to launch new fragrance

Fashion behemoth Gucci has unveiled a new wall art project in New York and Milan to create buzz for the launch of its new fragrance—Gucci Bloom.

A special partnership between Gucci and the artist Ignasi Monreal sees the Spaniard create two unique artwork installations—one, on the 760-square-meter wall on Lafayette Street in New York City’s SoHo neighbourhood, and the other on the 176-square-meter wall in Milan’s Largo la Foppa, in the district of Corso Garibaldi.

Over the years, these districts have become regular canvasses for the fashion house’s collaborations with artists.  In depicting his interpretation of the Gucci Bloom urban garden concept, Monreal’s designs feature a giant rendition of Gucci Bloom’s pink fragrance bottle and its box-packaging adorned with the Herbarium pattern. The tableau also has echoes of the Dutch Vanitas genre of still-life painting of the 17th century.

Executed in New York by Colossal Media, and in Milan by the European leader in out-of-home advertising, Urban Vision, the designs express the beauty and unique look of the almost forgotten art of hand-painted outdoor advertising. The art installations will be on display until the end of this November 2017.