Gone are the days of traditional advertising and walking into plain old brick and mortar stores. Now brands are looking to experiential marketing to get the attention and engagement from consumers of the oversaturated retail market that sees luxury being pitted against fast fashion chains. These are the luxury brands taking brand experiences to the next level in 2018.
It’s no surprise that Gucci was named one of the top brands in the world in 2017 –the whole world has gone Gucci. To start off 2018 with a bang, creative director Alessandro Michelle, launched Gucci Garden inside the historic Palazzo della Mercanzia in Florence. The newly designed space features the Gucci Garden Galleria with curated exhibition rooms filled with items from the Gucci archives that celebrate that brand’s history and future. After getting schooled in everything Gucci, visitors can shop one-of-a-kind Gucci items at the store, and get their fill at Gucci’s very own restaurant, the Gucci Osteria da Massimo Bottura.