GucciAncora
- Fashion+Apparel
“GUCCI ANCORA” —a case study on capturing luxury for the House’s SS24 show.
View live siteCHALLENGE
In preparation for Milan Fashion Week, The House of Gucci trusted BASIC/DEPT® to collaborate on bringing the digital world of Gucci Ancora to life. This show would mark Creative Director Sabato De Sarno’s first show as creative leader for the House. From day one this partnership, we knew what we were up against—that is, there would be no content until the day of the Live Show. Our teams had to be flexible, autonomous, and agile, to create a digital platform that would echo the premium essence of Gucci Ancora.
APPROACH
With only a few weeks to design, build, and launch this platform in time for the show, our teams moved quick. Using the established Gucci Ancora branding system as a guide, the goal was to create a scalable system that moves at the speed of culture. We built a digital ecosystem that feels authentic to the brand, was equipped to showcase content as it was captured at the Milan Live Show, and has proven to be adaptable and supportive of various events and shows. To date we have leveraged this hub for Holiday Gift Giving and two additional runway shows.
Live + Post Show Experience
A live show meant live content. As looks walked down the runway, the site had to follow suit. Requiring support for rolling content across 15 different languages, each with their own site.
Working Within A System
The established “Gucci Ancora” branding system gave our team a solid starting point. Using these elements at play, we were able to strike a balance of pushing innovation within a set of rules. The House built a premium visual language, and we worked to both push and apply it to a new digital space.
from the runway to a fullscreen experience
As soon as looks walked down the runway, they were quickly and seamlessly translated to the fullscreen experience of the Gucci Ancora site. Through a robust UX structure and complex scrolling pattern, guests could step into the show in real time.
De Sarno’s First Show
Since earning the title Creative Director at Gucci, Sabato De Sarno marked his first collection and debut show with a striking crimson color. The deep red, and collection itself, were aptly named “Ancora”—meaning again. A word that represents his ambition for the House: A passionate, insatiability. A story of richness and desire. Of Italy. And the pursuit of enriching everyday life.
Make up at the show
For guests looking to fully immerse themselves in the Gucci Ancora show, we included a content library that highlights specific beauty products used to create each runway look.
Featured Products
A selection of products used at the show were highlighted onsite through story driven content. Through this experience, guests were routed back to the Gucci.com store to purchase or explore more.
Getting Around
For a unique navigation experience, the team designed and built out a visual menu powered by a bespoke backend system. This allowed guests to route to each accompanying page, creating a connected and holistic experience.
Friends of The House
The show doesn’t stop at the runway. Friends and supporters of De Sarno and the House packed the venue in Milan, as well as the pages of the Gucci Ancora site. Giving guests even more to explore and experience in near real time.
Global brands require global content scale.
Our technology solutions needed to support content creation and delivery at a global scale. We built locale-specific controls for all content into a headless CMS. The full site experience is deployed as a static bundle to enable the highest possible page speed performance and reduce load on technical infrastructure.
An engaging and interactive user experience.
We brought the brand to life through custom animations and interactions throughout the site. The motion implemented on the site feels glossy and premium—mirroring the high quality and authentic materials of the products within the experience.
Live events demand flexible content capabilities.
Content for the experience was not finalized until the show was finished. We built a design system and page components that could seamlessly flex with a content library—even though it didn’t exist yet. Our CMS controls allowed for quick and efficient populating across all locales that our site served.
TonyBlairInstitute
- ConsumerCulture
- Software+Technology
TonyBlairInstitute
- ConsumerCulture
- Software+Technology
