To present Gucci’s new Lifestyle collection during the Milano Design Week 2021, the idea was to create a traditional Italian stationery store filled with all kinds of surprises and wonders inspired by the campaign visuals created by Max Siedentopf. Around the store you will find a chessboard which moves as by invisible hand, fans that start moving when you pass them, pencil cases that sing like a frog choir, books flying up into an infinite book case which is surrounded by a train driving around the ceiling and if you look very closely you will find the resident mouse who furnished her entire mouse house in Gucci.
The singing pencil case choir
Gucci Chessboard being played by ghosts
The upside down train