Between Garibaldi and Moscova, more precisely in Largo La Foppa, there’s an unusual mural: the Gucci Art Wall. Raising your eyes, in the surroundings of Radetzky Café, you can see this huge 176 square meters wide urban canvas that, since May 2017, interprets the imagination of Gucci and unites marketing to contemporary art and giving periodically to the Milanese people new feasts for their eyes.
The realization of the first Ad campaign was made by an English artist, Angelica Hicks, discovered on Instagram by the current creative director of the brand, Alessandro Michele, that decided to create a collaboration between street art and a new line of eleven models of limited-edition t-shirts. The first promotional illustration, appeared on the walls this May, had two young women as protagonists, dressed in Gucci with the saying “Freaks and Geeks” over their head.
Today, this “white canvas” wants to make you discover another one the maison’s products: the new fragrance Gucci Bloom. The painting was commissioned to Spanish artist Ignasi Monreal with the objective of recreating a natural scenario, dominated by flowers and greenery. The murales is vertical and reproduces, like a fresco, the garden of a typical Italian villa. On the lower part of the wall there’s the bottles with the perfume’s package and a the fragment of an upside-down statue’s face with a flower bouquet sprouting from it, which represents the original inspiration for the creation of the fragrance.
The brand’s creativity doesn’t stop here: the Gucci team decided to give, online, an insight on the creation of the mural, thus bringing the spectator “behind the stage” of the project through the story of those who made it possible. For the social addicted and photograph lovers that want to personally capture the Gucci Art Wall the deadline is fixed to the end of November, when a new collaboration with a new artist will give new life to the Milanese facade.