Earlier this year, Gucci unveiled its creative hub, the Artlab, in Florence. Described by CEO Marco Bizzarri as a‘testament to creativity, innovation and technology’, its ambition is to allow Gucci to strengthen its supply chain through new processes and tech, whilst fostering the optimal environment for creative director Alessandro Michele to quite simply do his thing. It’s quite a departure for a fashion brand, which has long relied on craftsmanship and artisans to create, to now turn to tech to do the same. More than this, there is a lesson for all of us.
Like most luxury brands, Gucci needs to appeal to various audiences, old and new, classic and modern, offline and online.
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