Upfront

Dec
2009

Gucci Goes Viral

Gucci launches Gucci Eyeweb, a collection of sunglasses designed by Gucci creative director Frida Giannini with the digital generation in mind. For those avid social networkers, Giannini has created an innovative microsite at www.guccieyeweb.com where visitors can “reflect and connect” their own creativity virally across the Internet using the silhouettes of the new Gucci Eyeweb collection.

Produced under license by Sàfilo, Gucci Eyeweb consists of two youth-oriented sunglasses in six colors—the first in the Gucci eyewear line targeting the youth market. Three additional styles will follow in early spring. Each sunglass is distinguished by the signature green and red stripes of the iconic Gucci web.

The creative concept, which includes a dedicated microsite, has been developed especially for social web users, who frequently share photos on line. The web site’s main feature is a 3D image of the sunglasses (choice of men’s or women’s), which rotates 90 degrees, reflecting images in the lenses. Users can “connect” (log on and share images with friends) as well as “reflect” (upload images, which flow over the 3D eyewear lenses). All images are time-stamped, geo-located and placed on a timeline where users and friends can save and track events. The site is characterized by bold visual graphics and a constant sense of movement. Music plays during photo uploads and a time-slider allows users to choose whether they want day or night ambience. Visitors can choose the city they want to be in, which instantly changes the ambience, language and background music of the site.

“I designed these sunglasses and the accompanying social networking site with today’s digital generation in mind,” says Frida Giannini. “It was important for us to speak to these customers in their own language and their own world. The novelty of this microsite illustrates that perfectly.”

—Gloria Nicola

 

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