Take gucci vault to the slopes to create an ice cool insta moment.

As part of the Kering innovation team at Dentsu, I worked across their luxury fashion brands to workshop fresh ideas that go beyond the shape of normal advertising.

To celebrate the launch of Gucci’s Winter collection, Gucci Vault took to the Alps for a takeover of Paradiso Mountain Club in St Moritz. Influencers were invited to the experience to champion the collection and take part in fun winter sports such as curling.

To amplify the event, we froze items from the collection in  blocks of ice, creating an incredible art piece in the mountains of St. Moritz and an impactful ‘instagrammable’ moment.