Luxury brand Gucci will launch a travelling pop-up shop concept for its sneaker division which will open in London later this year.
The temporary store will trade for two weeks in six or seven locations around the world. The first stop on the tour will be Crosby Street in New York’s SoHo on October 23. Other stops will include London, Berlin, Paris, Hong Kong and Tokyo.
The units, dubbed Gucci Icon-Temporary, will feature 18 exclusive sneaker styles — 16 for men and two for women.
Patrizio di Marco, Gucci’s chief executive officer, told WWD that he had no concerns about the sneaker project diluting the brand’s luxury status. “This is a very controlled, brand-enhancing initiative that will appear for just two to three weeks in just six to seven cities,” he said. “An initiative such as this one will simply serve to enhance the brand’s reputation as a fashion authority and innovator.”
He declined to give sales projections for the stores.