GUCCI Cruise 2016


We were asked by Alessandro Michele to design the creative concept for the venue for his first Cruise Collection Fashion Show since becoming Creative Director of the prestigious label. Each of the 300 guests were seated on high back chairs upholstered with a bespoke tromp l’oeil print designed for the Cruise Collection. Each chair was then adorned with a trim of green grosgrain ribbon and a line of upholstery studs.

The chairs were carefully positioned in a zigzag configuration on top of vintage Turkish and Persian throw rugs, which filled the entire show space. We designed a white neon lighting installation, which hung above the guests; this was inspired by the chevron prints featured in the Collection.

As a soundtrack of orchestral music started, the garage doors to the gallery were raised and the models proceeded to walk in from the street, where outside Glen Luchford was shooting a film.

After the show, guests were invited backstage to an informal breakfast with a chance to meander around and view the collection up close.


Creative |  C H A M E L E O N
Production |  Without Production
Photography |  Gucci