21 April 2010

OOH! We visit Gucci’s pop-up trainer store!

Short of the Tardis suddenly materialising on a street near you, we reckon a pop-up Gucci store landing in a surprise location might just be the next best thing. So imagine our delight to find this is exactly what had happened (no, not the Tardis), a stone’s throw from the Grazia offices, as Gucci opens its Icon-Temporary sneaker store in Covent Garden, from tomorrow.

We went down for a nosy and took a video camera along so that you could have a little sneak peek at Creative Director Frida Giannini’s glossy white pop-up store, which is selling a limited edition collection of her sneakers designed especially for London. There are 17 trainers in total, only two of which are for girls, but they’re goodies – a fluro pink/white/and green high top, and a white leopardprint/ponyskin high top. Nice.

Everyone knows Frida is a major record (as in vinyl) collector. No surprise then that she wanted to get music man of the moment Mark Ronson involved saying: “From the moment Mark and I started talking about this project we connected. He has a great eye for design and an amazing knowledge of sneaker history. He is an artist whose influence is cross-cultural and cross-generational.”
 
The pair has come up with the "Gucci Ronson", a special edition sneaker (can you even imagine having a Gucci shoe named after you?). Wouldntchaknow, Mark’s a total sneaker geek “I spent many years as an avid sneaker collector, so I wanted to make sure these Gucci shoes were truly special, both from an aesthetic point of view and a collectable one.” Gucci insiders tells us Mark was so excited, he turned up to one of the initial meetings with a couple of bin bags full of his favourite trainers for inspiration.
 
And frankly it shows, his London version of the Gucci Ronson is smarter than the average trainer, a herringbone-boatshoe-hightop hybrid that is more gentlemanly city shoe than urban sneaker, and a second London Gucci Ronson which is only available to buy via the downloadable Gucci iphone app which comes in black and white spotted leather and is an Aggy-and-Henry dream come true. Apparently Mummy Ronson has ordered every edition of the Ronson for the whole Ronson clan, including fellow sneaker addict Samantha, and her fashion designer twin Charlotte.

The store has arrived here after first popping up in New York and Miami. Tonight Jefferson Hack will co-host a swanky cocktail party, followed by an after party at legendary jazz club Ronnie Scott’s, with live performances by Chauffeur (the Gucci Pop Up house band assembled by and featuring Ronson alongside Sam Sparro and Theophilus London – anyone who buys the Gucci Ronson will get a free Chauffeur LP). Friendly Fires are also down to play (see the full party report in next week’s Grazia magazine!). Most exciting of all Frida herself will be here! Having made it over from Rome this morning despite the flight freeze!
 
The Gucci Icon-Temporary store opens at midday tomorrow (Thursday) and will stay open until the limited edition trainers run out. Hurry!

GUCCI ICON-TEMPORARY store, 37 Earlham Street, WC2 Seven Dials, Covent Garden


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