ABSORBING yourself into the world of Gucci has just been made easier - the luxury fashion house today launches its first iPhone/iPod Touch app - following in the virtual footsteps of NET-A-PORTER.COM, Chanel and Ralph Lauren.
With a 24-hour music channel, hotel and restaurant tips, as well as playlists and a turntable for mixing tracks by music producer Mark Ronson, the free application will also enable consumers to buy an exclusive model from the limited edition Ronson sneaker collection.
"Apps are the new virtual accessory, so I approached the design of Gucci's first app in the same way I do with a bag or shoe from my collections," Gucci creative director Frida Giannini explains. "I looked to provide the essence of the Gucci lifestyle experience in a way that takes full advantage of the technological capabilities of the revolutionary iPhone and iPod touch. Of course Mark Ronson's contribution ensures that the Gucci App is truly unique."
The collaboration with Apple also coincides with the opening of the Gucci's travelling sneaker store, which opens in New York on Saturday and comes hot on the heels of the launch of Gucci's new social networking micro-site, Gucci Eyeweb, to promote its new collection of sunglasses.
Meanwhile, Gucci is keeping itself busy in the real world, too, having designed a scarf in recognition of its title sponsorship role at this year's Gucci Masters. The design features the bold and iconic interlocking GGs.
For further information regarding Gucci's new sunglasses, visit www.guccieyeweb.com.
I tried this iPhone application as it was free, and I was pleasantly surprised! The Mark Ronson gadget was quite fun, it had different sounds you can mix and match (much like Garageband) and then you can record your own compilation. Also available were views of collections, new products and information about their Gucci pop up store, Gucci Icon-Temporary selling sneakers made by Frida Giannini (Creative Director of Gucci) and Mark Ronson. The store will pop up around the world with 18 styles, (16 for men, 2 for women) and will also have one pair of sneakers only available to those with the iPhone application. The store will begin in New York and stay there for two weeks, then move on to Miami in December. Looking forward to it coming to London, but they'd better have all the men convinced.