CONTEN.T x Gucci Garden Archetypes Immersive Audio Experience
To celebrate Gucci's 100-year anniversary, Gucci opens up an exhibition in Sydney for fashion fanatics to explore.
Gucci Garden Archetypes is an immersive, multimedia exhibition exploring the seminal advertising campaigns envisioned by Gucci Creative Director Alessandro Michele. First held in Florence, the exhibition will be presented exclusively at the Powerhouse from November 17th to January 15th.
The exhibition explores a selection of advertising campaigns by Creative Director Alessandro Michele and the various multi-sensory influences that define them, from music and art to travel and pop culture.
"I thought it was interesting to accompany people in these almost eight years of adventure, inviting them to cross the imaginary, the narrative, the unexpected, the glitter. So I created a playground of emotions that are the same as in the campaigns, because they are the most explicit journey into my imagery," says Michele.
The immersive multi-sensory exhibition includes a network of themed spaces, such as a scented flower room; a graffitied corridor reminiscent of the Pre-Fall 20218 Gucci campaigns a floor-to-ceiling display of cuckoo clocks, ceramics and Marmont handbags; a mirrored labyrinth; and a recreation of an LA subway carriage like that used in Michele's first campaign, Fall Winter 2015.
For this campaign, CONTEN.T was appointed by Gucci to produce an immersive audio experience for the exhibit, where we worked on an Immersive Audio tour across 8 rooms to replace the traditional hardware headphones used in museum tours.
Here, visitors will need to scan a QR code to enable the immersive tour via an app that functions with image detection technology and mini Spotify audio tracks. Through this feature, visitors can hop right into the track of each room to enjoy a seamless experience as they explore the Gucci Garden Archetypes exhibition.
To experience the Gucci Garden Archetypes immersive multi-sensory exhibition yourself, visit the Powerhouse Museum in Sydney from now until 15th January.