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Gucci Launches The Hacker Project

Updated: Mar 8, 2022

Gucci announces a brand new series of Gucci pop-ups entitled The Hacker Project. The ephemeral stores offer an immersive shopping experience, showcasing products in a special environment that reflects creative director Alessandro Michele’s unconventional approach to luxury fashion. The initiative aims to connect with customers around the world and the communities that surround them.

For the first time in Miami’s Paradise Plaza design district and select locations across the United States, Gucci is opening The Hacker Project pop-ups and pop-ins for a limited time. Debuting at Gucci Aria, The Hacker Project brings together the iconic silhouettes and codes of Balenciaga and Gucci in unique creations to explore the ideas of authenticity and appropriation in the fashion industry. A macro-blue GG pattern printed on the black carpet wraps both the floor and ceiling, evoking one of the men’s looks. Creativity then matches the product selection of the “Horse Racing Motifs”, “Lifestyle and Decor” and “New Year’s Eve” chapters as the carpet fades into a mauve hue.

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Creative Director: Alessandro Michele

Art Director: Christopher Simmonds Photographer and director: Harley Weir

Make-up: Thomas De Kluyver

Hair: Paul Hanlon


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