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Gucci opens pop-up trainer store

Gucci’s trainer pop-up shop launched in Covent Garden today. The store will be open for three weeks, selling 17 limited-edition styles of Gucci sneaker.

The 820 sq ft store at 37 Earlham Street marks the latest stop on Gucci’s international tour for the pop-up shop and follows the openings of similar temporary stores in New York and Miami at the end of last year.

The next location for the pop-up shop will be Tokyo in June.

The London store features a limited-edition sneaker collection designed by Gucci creative director Frida Giannini. A highlight of the collection is the “Gucci Ronson”, a special edition trainer that Giannini designed in collaboration with music producer Mark Ronson.

Giannini said: “From the moment Mark and I started talking about this project we connected. He has a great eye for design and an amazing knowledge of sneaker history. He is an artist whose influence is cross-cultural and cross-generational.”

The 17 exclusive sneaker styles include 15 men’s and 2 women’s styles, which incorporate classic Gucci design signatures, such as the GG logo. Each design includes silver or gold metal dog tags as well as an embroidered “limited edition” label inside the shoe.

The store interior, also designed by Giannini, features a glossy white finish on the fixtures and an over-sized blue and red web band wrapped around the perimeter.

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