Gucci turns Harrods into a flowering garden

Harrods was “Guccified”.

The most famous British department stores Harrods are transformed for the month of August in a flowering garden created by Gucci and populated by butterflies, snakes, jewels, accessories and beautiful dresses.

Each element is invaded by the world invented by Alessandro Michele: the entrance to the ground floor, the one closest to South Kensington, is full of Dionysus handbags along the walls: the space is filled with accessories, sneakers, and floral dresses and the 16 windows overlooking Brompton Road in London show embroidered jackets, accessories made of exotic skins and evening dresses worn by pink mannequins. With images of Gucci Bloom fragrance advertising campaign with Dakota Johnson, Petra Collins and Hari Nef, backdropping the showcases, while others have vintage oriental carpets on the floor and green or pink velvety walls.

Highlights of this collaboration with Harrods? There are three.

#1 The Megastore customers will be among the first in the UK to try Gucci Bloom, the women’s perfume created by Alessandro Michele, available exclusively at The Beauty Salon and retail specialty areas from July 31st to August 16th when it will be distributed to National level. A limited edition capsule collection specially made for Harrods including tops and kimono trousers in floral printing, Ace’s men and women shoes with patches,

#2 A limited edition capsule collection specially created for Harrods including tops and kimono trousers in floral printing, Ace’s men and women shoes with patches, jewelry and dresses for girls, plus a variety of accessories was created exclusively for the shop, including a version of the Lilith bag, with patches and mini Dionysus and Sylvie handbags in a different color variety.

The third highlight of the initiative?

#3 The DIY service that allows customers to customize selected products with exotic skins, colored horse bites and decorative patches, including with butterfly motifs and a rainbow of colors.

To suggest some idea of personalization, artist Alex Merry has created illustrations as inspiration for customers.